Dissertation by Eileen Tay

S e e w h at e x pe r t s s ay:

about augmented reality

the re volution of tech

magazine DECEMBER 2015

p. 33

CASE

studies Interviews

WITH INDUSTRY EXPERTS SANJ SURATI AT HOLITION KAAN AydOgMUS OF MAGNETIC LONDON

p. 25

DIGITAL SAVVY p.39

TREND The emerging market of augmented reality p. 45

PERSPECTIVES DISSERTATION

technology is shaping the future of retail p. 22

Interactive Technology: How Retail Brands Adopt Augmented Reality (AR) Technology To Engage With Digital Millennials

Yi Ling Tay BA (Hons) Fashion Business and Promotion FAS6050- Perspectives Dissertation

ABSTRACT The main purpose of this study is to provide a deep insight and understanding of the perceived usefulness of Augmented Reality (AR) technology in the retail sectors and the way consumers engage with this new technology. The dissertation will focus on how brands can take advantage of AR technology to engage with digital millennials. The research used both primary and secondary data to examine the key drivers that influence the current retail market and underpin some benefits and drawback of AR technology. The in-depth interview was used to provide deeper insight and understanding about the impacts of AR technology on retail. The focus group and experimentation were used to measure the effectiveness of AR technology, and millennials’ attitudes and behaviours towards the new technology. The interactive technologies, such as Augmented Reality has fundamentally changed the retailing landscape. The changes in consumer behaviour that leads the majority of retailers start embracing AR technology to interact with the shoppers. Also, the findings showed that UK millennials are likely to experience new technology, as technology provides them with richer experiences. The research suggests that AR technology can create more sensory and immersive experience, which can satisfy the current consumer needs, especially millennials. Although there is still an awareness gap that AR needs to be overcome, many companies have seen the growing number of AR users and there are a good prospects for the AR market in the next five years. Thus, AR will continue to dominate the market and become a mainstream adoption in a few years’ time. In addition, the rise in using interactive technologies among the retail brands, which provides further research into the effects of interactive technologies on a brand’s performance.

Word Count : 8868

ACKNOWLEDGEMENTS

Fig 2



Fig 3

Firstly, I would like to express my deepest thank and gratitude to my supervisor, Adele Thorley for her advice and time through this dissertation. She provided me a lot of suggestions during the thinking process at the beginning of this research project. Also, I would like to thank Adam Francis for his creative suggestions and ideas through this project. Next I would like to thank Sanj Surati, Experiential Producer at Holition, and Kaan Aydogmus, Founder and Creative Director of Magnetic London, who provided invaluable information that helped my research study. Lastly, I would like to thank my employer, Andrew Hughes for his assistance in this project, and everyone who participated in the focus group discussion and experimentation.

Chapter 2 Digital Retail Landscape p.22

Chapter 1

Contents

p.13

2.1 Key Drivers 2.1.1 The Growth in E-commerce 2.1.2 The Changes in Consumer Behaviour and demands 2.1.3 The Impact of Interactive Technologies in retailing 2.2 Current Awareness of AR Technology in the Retail Industry 2.3 New Technological Solutions for Retailers

1.1 The Development of AR 1.2 What is AR 1.2.1 How AR Works 1.3 Benefits and Drawbacks 1.4 Current Uses of AR in the Retail Sector

Fig 4-9

Chapter 3 Case Studies p.33

ABSTRACT

ACKNOWLEDGEMENT

LIST OF TABLES

LIST OF FIGURES

GLOSARRY OF TERMS

viii

INTRODUCTION

METHODOLOGY

Fig 10

Augmented Reality

3.1 IKEA Print Catalogue 3.2 NIKE Running Campaign

Chapter 4 Millennnials p.39 4.1 Digital-Savvy Millennials 4.2 Consumers' adoption and Experiences of new digital technology

Conclusion

Chapter 5 Emerging Market p.45 5.1 TOWS Matrix of AR 5.2 Market Trend 5.3 Current Limitations & Challenges of AR 5.4 The Value and Growth in the AR market

Recommendation 59 References

Biblography

Appendices

ix iii

Fig 11

Page 3 Table 1: Mixed Methods’ Strengths and Weaknesses

Page 8 - 12

List of figures 1. Projection mapping by Bot & Dolly 1

Focus Group Coding Table 1 Research Interview Coding Table 1 Research Interview Coding Table 2

Page 20 Table 1.3.1: Benefits and Drawback of AR technology

Page 47 - 50 Table 5.1.1: TOWS Matrix of AR technology Table 5.2.1: List of Brands using AR technology

Page 60 Table 6: Recommendation For The Use of AR Within The Retail Industry

LIST OF TABLES v

2. Projection mapping by Bot & Dolly 2 3. Projection mapping by Bot & Dolly 3 4. 3D mapping 5. NIKE interactive wall 6. AR mobile application 7. Immersive virtual world 8. The future of retail 9. Projection mapping 10. Polygons 11. Glitch graphic design 1 12. Glitch graphic design 2 13. 3D Art installation 1 14. 3D Art installation 2 15. 3D Art installation 3 16. 3D Graffiti 1 17. 3D illustration 18. 3D Graffiti 2 19. Art installation 20. Phone illustration 21. Book 22. Macbook 23. Garage Mag no.9 24. Consumer Experimentation photography 25. Garage Mag 3D Cara Delevingne 26. Homido Headset 27. Garage Magazine 28. 3D models 29. Virtual Make-up by Holition 30. Topshop VR headset 31. Garage app 32. AR portrait photography 1 33. Holographic projection 34. Timeline of AR 35. Hyper Reality 36. Augmented to Virtual Reality continuum 37. A guide to AR 38. IKEA AR app 39. Volkswagen virtual demonstration 40. Virtually try on watches 41. IBM AR app 42. AR shopping app 43. Virtual wine sommelier experience 44. AR portrait photography 2

45. 3D virtual room

46. UK Retail E-commerce Sales 2014-2019 47. UK Retail M-commerce Sales 2014-2019 48. 3D projection mapping 49. Glitch illustration 50. Geometry shapes 51. Tech Project by Beatrix Fodor 52. The onsumers expect marketing personalisation from the brands 53. NIKE’s AR mobile app 54. Silver holographic artwork 55. Geometry elements 56. Glitched Fashion Photography 57. Magicam 3D illustration 58. Light installation 59. IKEA catalogue apps download Worldwide 60. IKEA AR app 61. NIKE Ruuning Campaign 62. NIKE ‘Catch The Flash’

63. Millennial Portraits 64. Millennial Consumers 65. Photography of young consumers 1 66. Photography of young consumers 2 67. Don’t Generalize My Generation 68. Millennials Media Consumption infographic 69. Consumers’ thoughts 70. AR mobile app survey by Accenture 71. AR portrait photography 3 72. Interactive Ipad magazine 73. Dior VR headset 74. 3D projection mapping 75. Holographic Projection 76. Topshop VR headset 77. IKEA’s furniture demonstration 78. The future of reality 79. Lacoste AR app background 80 Lacoste AR app 81. Collages art 82. QR code illustration 83 Glitch artwork 84. AR market size forecast 2013-2018 85. AR active users forecast 2014-2019 86. AR market and value infographic 87. NIKE digital retail experience



GLOSSARY OF TERMS

A L A H H L Augmented Reality (AR) - AR is the synthesis of overlaying the real-time environments with the digitally generated information AR application- With AR application .users can interact digital content in real-time environment Accelerometers- A sensor that can measure and detect motion gestures or objects AR Browser - A method of using AR where the application adds interactive content to the user’s view of the real world. CAGR - “The Compound Annual Growth Rate (CAGR) is the mean annual growth rate of an investment over a specified period of time longer than one year” (Investopedia, 2003)

Holographic - “Photographic technique that records the light scattered from an object, and then presents it in a way that appears three-dimensional” (Workman, 2013) Hologram- A three-dimensional image, it can be created by using photographic projection Homido Headset- Allows users to experience both Virtual and Augmented Reality, and view the content in 2D, 3D, or in 360 degrees Head-Mounted Display System - Places both real world image and virtual objects over the user’s view of the world.

Digital Native - Individuals who were born during the age of digital technology

Interactive Technology - An innovative technology that stimulate human senses and provide more immersive and engaging experiences

Electronic Commerce - Buying and selling of products and services through the internet.

Internet of Things (LoT) - A concept that defines everyday physical objects are connected with network connectivity

Garage Magazine AR Application “Garage App enables users to access content that moves beyond the page, but the Garage magazine is the necessary portal” (Garagemag, 2013)

Image Recognition -Identify or detect a physical object or feature in an image or video

GPS and Compass Data- GPS is used for determining the position where compass identifies the user’s direction.

IBM - International Business Machines Corporation. “IBM is a global business and technology leader, innovating in research and development to shape the future of society at large” (IBM, n.d.)

vii

Layar - A creative agency specialises in AR and interactive print technology Virtual Reality (VR) - A simulated environment where users can immerse themselves in a virtual environment and interact with the 3D world. Virtual Fitting Room - Virtual Fitting Room is a contextual stimulation system, which allows online shoppers to virtual try on the products Mixed Reality - integrating of both physical and virtual worlds to generate new visualisation and environments. Mixed Reality Continuum- The scales are ranging between the real environments to an entirely virtual world. Sensoroma- A stimulator machine used to create an immersive sensory environment.

M M Mobile Commerce -- Buying and selling of goods and services through wireless handheld devices, such as the digital smartphone (Pixelventure, n.d.). Marker - A digital marker or pattern, similar like barcode, it can be tracked and identified to create an AR experience Millennials- Generation born in the 1980’s to early 2000’s. They grew up and surrounded by digital technology Perceived Usefulness - Perceived usefulness is defined by (Davis, 1989, p. 320) as “the degree to which a person believes that using a particular system would enhance his or her job performance” Product Visualisation- Users can view, manipulate or interact with 3D models of products Real time - “it refers to events simulated by a computer at the same speed that they would occur in real life” (Beal, n.d.) Sensor Accuracy - “it defines how well the sensor measures the environment in an absolute sense”(Irish, 2005) TOWS Matrix - TOWS emphasises on external environment while SWOT focus on internal environment Fig 12

viii

INTRODUCTION

Fig 16

Fi g1

This chapter provides an explanation of what the research is about, the overall aim of this study, research objectives and the importance of conducting this research. This is important to gain a greater understanding of what needs to be achieved and where to focus while the research is being undertaken.

Fig 13

This dissertation will examine the emerging trend of AR and its impacts on the consumers and retail landscape. In order to identify the perceived usefulness of AR, the concept of AR technology will be established to give a clear understanding of what AR is about, and how it works. This research is organised as follows. First and foremost, three primary key drivers for retailers will be identified and evaluated based on secondary research, as it helps to understand the current challenges that retailers are facing. Second, to identify benefits and drawbacks of AR technology and how retailers can capitalise on the benefits provided from AR to tackle the current challenges. Third, primary research will be conducted with industry experts in order to understand the perceived usefulness of AR technology in retail sectors. Also, focus group discussion and consumer experimentation with AR technology will be undertaken to measure the benefits and drawbacks mentioned above as well as to explore millennials’ attitude and behaviour towards new technology. Fourth, the research will analyse and examine the potential of the AR market in the next five years. Finally, the conclusion and recommendation will be established based on the primary and secondary data and also to identify what the limitations are and further research that needs to be done.

However, (Marius and Daniel 2010), (Bacca et al., 2014) and (Liang, 2015) argue that there are insufficient studies in this particular field. The emergence and growing adoption of AR technology and the value of its market underline the importance of conducting this research to provide a further investigation of both positive and negative impacts. Several studies indicate that AR technology is still at the beginning stages, whether or not AR technology can contribute to a positive customer-brand relationship, the question still remains unanswered (Lanz and Andersen 2015). In order to fill the research gap, this research needs to be conducted to contribute a rich insight into the effects of AR on retailing.

OBJECTIVES • To identify the key drivers for retailers • To identify the benefits and drawbacks of AR technology • To explore the perceived usefulness of AR technology on retail • To explore the millennial consumer’s’ adoption of AR technology • To make a recommendation about AR technology’s future use and how it could benefit the retail industry.

The aim of this research is to investigate how retail brands utilise Augmented Reality (AR) technology to enhance the engagement with the millennial generation

Fig 17



T h e O ve rall Aim

The revolution of interactive technology is breaking the boundaries and blurring the line between the digital and virtual environments. The application of AR technology has started to emerge and is slowly becoming mainstream in today’s industry. (LSN: Global, 2015) emphasises the possibility of digital technology becoming a practical solutions to help companies to drive sales, and improve productivity. AR technology is still being widely adopted for advertising and entertainments, and some of the literature reviews have exposed the possibilities for teaching and learning, manufacturing and industrial design.

Fig 15

METHODOLOGY

Fig 18

STRENGTHS

WEAKNESSES

Can be describe easily and Time-consuming report Can be useful when unexpected Resolving difference between result or findings appear from various types of data. previous studies Can help discover, to an extent, quantitative data Useful in designing and justifying an instrument. Can position research in a transformative framework.

Secondary re se arch

Online Resources

Some designs develop unequal evidence. Can be difficult to decide when to proceed in sequential designs. Lack of guidance on transformative methods. Fig 20-22

Table 1: Mixed Methods’ Strengths and Weaknesses Source: (Biddix, 2009)

Re se arch approach An inductive approach was adopted in this study; this approach usually starts with observations, examines patterns from observation, and develops new theories. Therefore, both experimental research and focus groups would facilitate generating a new theory.

Furthermore, this method was used as part of an exploratory research to achieve the objectives. It included an in-depth interview with industry experts, focus group discussion and millennial consumers’ experimentation through AR technology. This type of research explores a new insights, ideas and understanding instead of collecting numerical data. This is in comparison with descriptive research, which is “preplanned and structured in design so the information collected can be statistically inferred on a population” (Mirzaee, 2014). The reason to undertake exploratory qualitative approach is to extend the understanding of perceived usefulness of AR technology and its effects in the retail industry. A broad range of secondary research has been used to provide a further understanding of current research towards AR technology. As this new media technology is still at the beginning stage, therefore, there is insufficient amount of current literature on using AR technology to increase customer engagement. (Bulearca and Tamarjan, 2010) argue that there is a notable lack of current research studies on the AR market. Therefore, the majority of secondary research has come from books, magazines, market reports, journals and blogs.

Online electronic resources were used as a part of the secondary research. These included an online magazines, newspapers, articles and blogs. The websites such as LSN: Global and Retail Week were particularly useful as they provided in-depth analysis about current consumers, market trends and market drivers. Besides, the Mixed Reality blog was remarkably helpful in providing current information about AR technology.

Books A range of books was used to obtain a comprehensive understanding of the concept of AR technology. The books such as Handbook of AR technology and Emerging Technologies Guide To AR, both were exceedingly helpful for the research study as they discussed an extensive overview of current and future opportunities and the dramatic growth of the AR market. Besides, some research method books were used to help in further understanding each methods and techniques in order to form a proper methodology.

Academic Journals and Reports The Market Research Report were used throughout the project, and such as IBM, ABI, Mintel and Euromonitor were reliable and credible sources. They provided a variety of statistical data about the current market and consumer trends, which were extremely advantageous to the research study. The sources such as Google scholars and BCU Summon were used in finding academic, articles and journals. All the invaluable information gained from academic, journals and reports helped to solidify the understanding and provided a clear direction for the dissertation.

Fig 19

Research Design A Mixed methods approach were used to gather both qualitative and quantitative data in order to gain a greater diversity of perspective on the research topic. Also, this method can be used to overcome the limitation of a mono method design. 

PRIMARY RESEARCH

FOCUS GROUP

Consumer Experimentation E xpe rim e nt al Re se arch Stu dy



A semi-structured interview was used on a group basis; this method allowed a further exploration of new ideas and themes. Some of the key questions were based on the experiences through the Virtual and Augmented Reality Headset and the AR application. These questions included ease of use, motivation, overall

“I think it looks like It has a huge potential for like editing the way you see real-world, It is really interesting and quite super visual !” - Participant 2 (See Appendix 1)



The experimental research was conducted to measure the effects of AR technology on the behaviour of consumers. “Such experiments allow for very considerable control on behalf of the researcher who is able to effect change, and observe the research participants’ subsequent behaviour” (Henn et al., 2005, p.118). Both Homido Headset and Garage Magazine AR application were used to observe the participants’ subsequent behaviour and reactions. In a comparison of the Homido headset and Oculus Rift, the Homido headset allows users to experience both Virtual and Augmented Reality, and view the content in 2D, 3D, or in 360 degrees. Meanwhile Oculus Rift provides users with more virtual VR experiences. The participants were required to choose a 3D video from a Homido application, and place the smartphone into the

viewing slot, and then put the headset on in order to experience an immersive 3D environment. Furthermore, participants were asked to download the Garage app, and scan the magazine pages to watch the content come to life. The Garage Magazine AR application enabled the participants to access digital content and see a 3D animated virtual objects come to life. In fact, both the headset and AR application provided participants with a comprehensive understanding of the concept of AR technology. This experimental study extended a further insights of consumer behaviours and attitudes towards AR technology. However, there were limitations encountered when conducting the experimentation research, such as the difficulty in finding AR technology in Birmingham, time constraints and the cost involved.

experiences, and participants’ feelings and cognitions towards AR technology. Despite providing valuable opinion and responses, the gender difference between male and female might provide a different perspective towards technology, because males are more attracted to technology, compared to females. Previous research showed that males generally have more positive attitudes, and more experienced with digital technology than females (Arvanitis et al., 2011) Therefore, separate groups for males and females can be conducted to have a different opinions a bout digital technology. These factors should be taken into account in future study Fig 24-26

Fig 23



The focus group was conducted to gather information, generate hypotheses and develop new concept and ideas. This focus group consisted of six students, from different Universities, and they were all millennial consumers. There were three males and three females, of an age between 18- 28 years-old. The discussions involved groups of participants who do or do not possess knowledge about AR technology in order to avoid bias. Selfselection sampling was used to select the participants. The selected students have a certain or similar characteristics in common that relate to the research topic being discussed (Saunders, Lewis and Thornhill, 2009, p.347). Therefore, they were encouraged to give or share their valuable opinion regarding the topic. Mixed nationalities among the participants were selected to obtain a greater understanding of the effects of AR technology towards different cultures and perspectives in order to inform future research study.

data an alysi s & c o di n g t a b l e

Focus Group Coding Table 1 Code

Description

Participants

Awareness of AR Technology

Most of the participants had heard about AR technology before. However, there were some uncertainties about AR functions. AR technology provides fun, exciting, and engaging experiences.

4/6

AR technology allows users to create content and have social interaction Some participants feel too heavy, cumbersome and uncomfortable to wear a headset.

3/6

AR technology is still considered a new technology, people may not know how to use the headset or AR applications. The headset causes motion sickness issues. Some participants had experienced temporary dizziness and headache after using a headset

2/6

Privacy concern

Consistently sharing information through digital technology may suffer from serious privacy and security problem

2/6

Social Acceptance of New Technology

AR technology is still far 3/6 away from being publicly accepted as this technology is still in the early stages. AR technology is a new 4/6 and innovative way to increase customer engagement.

Perceived playfulness

Interaction

Comfort level

Ease of use



Fig 27-28

Health issues

DATA ANALYSIS The experimentation and focus group discussion were conducted in a private study room at the University library. Light refreshments were provided to create a relaxing and comfortable atmosphere. The moderator must make the participants feel relaxed and comfortable in order to gain deeper insight (Parasuraman et al., 2006). Prior to the discussion, each participant was given five to seven minutes to experience both the Homido headset and the AR application. The focus group discussion lasted for an hour and all the data was recorded via audio and video format. Both audio and video recording were transcribed and analysed to identify key themes emerging from the data. The coding (See Appendix ) included all the key themes considered relevant and important to the research question.

Innovative

6/6

2/6

3/6

Similarities and Differences from Secondary Research This finding further supported the study of (4imprint, 2012) showed that the lack of awareness of AR technology to the customers, people don’t understand what it is and how it works. These results are consistent with research from (Huang and Hsu Liu, 2014) which indicates that AR technology provides users with personalised experience as well as increases playfulness and convenience. Previous studies show that AR technology can enhance real-world social interactions and environments rather than replacing them (Lamantia, 2010) The structure of the design may lead users to feel uncomfortable, However, “the comfort level for these devices should be assessed for both short- and long-term use” (Essex, 2015) The current study found that There is a positive relationship between the userfriendliness and intention to use. The survey was conducted by (Barfield, 2015, p.422-423) Individuals can experience motion sickness issues while in a virtual environment due to the disconnection between the real and virtual environment (Essex, 2015) However, there are still many unanswered questions regarding its physical and mental health issues. Therefore, further research with more focus on health-related side effects is strongly suggested. The literature review from (Martínez et al., 2014) illustrated the new technology may cause privacy and security issues at the early stages, but the situation may change when people become familiar with digital technologies and with the real value of using them. (Furht, 2011, p.21) indicated “the main problem with social acceptance comes from the level of disruption portable devices create in public places and during conversations” AR technology is one of an effective way to bridge the gap between digital and real environments to create meaningful information exchange between a consumer and retailer. (Adland, 2015)

Research Interview With Industry Experts.

Code

Brand Communication



Augmented Reality is a fantastic platform, it makes us stepped into the brave new world of digital through Augmented Reality, it helps the brand to communicate with their target audience. I guess there is an opportunity at the moment, for retail brands to explore their narrative in a new way by Sanj Surati at Holition (See Appendix 2)

Fig 29

Augmented reality projection “Holition used Ar projection to Create a 3D Virtual make up, Inspired by Alexander McQueen’s fashion Shows”

In-depth interviews with industry experts was particularly useful to understand significant background information or contextual material for the research study. One-to-one interviews were conducted with the CEO and Creative Director of Magnetic London, as well as the Experiential Producer at Holition, who had more than fifteen years of experience in digital technology within luxury sectors. Both interviews were carried out via telephone and Skype as it was difficult to conduct a face-to-face interview due to their hectic schedules. The use of a semi-structured interview allowed interviewees the freedom to express their point of view. A list of key questions were covered throughout the interview; the questions were focused on how AR is being used in retail industry, the effects of AR and the value and growth of the AR market. Additional or probing questions were used to explore further the research question and objectives. The interviewee from Holition provided a different perspective from a retail point of view, which proved to be highly beneficial to the research study. Data Analysis Before the interviews started, the interviewees were informed that all the conversation would be audio recorded and the data in this study would solely be used for an academic purpose. Furthermore, the interviewees were given the option to read the final research report upon request. The interviews lasted for thirty minutes. The transcribed qualitative data was used to establish relationships in the research findings. Some findings from secondary research about whether AR technology is becoming solution for the retailers and the awareness gap of AR technology seemed to contradict the primary research. The coding below illustrates all the main points and the similarities and differences between primary and secondary data.

Research Interview Coding Table I



Interviews

Digital Consumers

Description

Similarities and Differences from Secondary Research AR technology is an (Taylor, 2012) explained that AR techunparalleled opportunity nology provides a unique experience and for retailers to communicate valuable brand messaging. communicate with the customers and explore their narrative in a new way. Technological advances (Kime 2011) explained that AR technolomake consumers become gy has become part of the marketing stratmore digitally minded egies, which allows brands to create more and connected. sensory and immersive experiences for all the consumer, especially for Millennials

Increase Sales Volume

AR technology allows users to virtually try on products. It proved to be a useful tool to increase in-store sales.

Technological Solutions

Technology is not a solution for businesses. Without compelling narratives, technology does not mean anything. AR technology is already becoming a mainstream marketing tool for retailers to enhance the customer shopping experience. Digital technology has changed the way people interact with the brands and products.

Mainstream adoption of New Technology

Revolution of Digital Technology

Privacy issues

Anything from the internet, social media or AR technology, once it is digitised, it will raise security and privacy concerns.

The previous research from (Schwartz ,2011) seemed to validate the view that AR technology provides users to virtualise the product experience and deliver additional product information. It has led to a significantly positive effect on attitude and purchase intent According to (Walker, 2015), the survey showed that retailers cannot assume that technology is the answer to all their problems Prior studies noted that AR technology is still at the early stages, this would take time for retailers to discover the real value on using them and the technology would become mainstream in the next few years (Adland, 2015) The study from (Schifferstein and Hekkert, 2011, p.155) highlighted that the digital technology has dramatically changed the way people shop and interact with the products (Nielsen, 2015) argues that although AR technology can deliver experiential value to the customers, such technology can cause security and privacy concerns as well.

Code

Description

Similarities and Differences from Secondary Research

Interactive and AR technology allows engaging experiences people to receive more information about the products and enhance customer experiences Convenient Customer can download AR app and simply buy the products by tapping â&#x20AC;&#x2DC;Buyâ&#x20AC;&#x2122; buttons placed on the pages Lack of awareness AR is still at the beginning stage, many of them still not aware of this technology The growth in AR There is a growing interest adoption in AR technology, many brands have started to utilise AR technology to engage with their customers. Connection AR is a connection tool that helps brands to increase awareness and communicate with their target audience. Curating content Provides interesting and add value to the content so that it motivates people to use the apps The potential of AR There is an increasing market number of AR active users, which means AR market size will still continue to grow in the coming years.

AR provides a greater accessibility of information, which allows brands to deliver their ideas and product information more efficiently. (Mitra, 2014) (Horton, 2014) mentioned that such technology provides the customer with the highly convenient shopping experience and reduce friction in the buying process AR technology is still lack of public awareness, this statement which is further supported by focus group discussion. (See Appendix) (Ricknas, 2011) indicate that there is a growing adoption coming from brands and publishers. The implementation of such technology is becoming more stable (Jin and Yazdanifard, 2015) emphasised that AR can generate a more powerful connection between consumers and brands. AR can help brands to increase revenue stream and add value to the reader or shopper experience (Gould, 2014) According to (Juniper Research, 2013) predicts AR users will research over 200 million in 2018.

Fig 30

Research Interview Coding Table Fig 31

Fig 34

Fig 32

Augmented Reality Technology

Fig 33

1.2 What is Augmented Reality? 

The broader definition of Augmented Reality relates to Mixed Reality (MR); it indicates a different stage of MR. “Mixed reality integrates and merges both physical and virtual worlds where physical and virtual objects supplement and interact with each other”(Olsson et.al., 2011). As shown in figure 1.1, it shows that AR is closer to the real environment, as it contains the synthetic components that overlap a particular physical environment. “AR is often understood as part of the mixed reality continuum focusing on augmenting the real world with digital information, instead of bringing real-world information in virtual worlds” (Ryokai and Agogino, 2013).

Augmented Reality (AR) technology is the synthesis of overlaying real-time environments with digitally generated information, such as audio, video, images, or any individual objects to enhance or augment users’ experience of reality (Kipper and Rampolla, 2013). The technology allows users to interact with the virtual object in a real world space. It facilitates the consumers to see, hear, touch and experience the reality. Professor, Borko Furht explained that “the augmentation is typically done in real-time and in semantic context with environmental elements” (Furht 2011). The use of AR technology and technique can combine real and virtual worlds to become interactive and digitally usable. Such technology overlays the digitally generated information rather than replacing it. Figure 1 below clearly shows that AR overlays on the physical object through a smartphone.

mixed reality continuum Source: (Hu, 2012)

Fig 36

1.2.1 How AR Works?

1.3 Benefits and Drawbacks of Augmented Reality As mentioned earlier, AR technology overlays computer generated information on the physical world environment and provided users with a more engaging and interactive experiences. Many retail brands have started to utilize the latest technological innovations to drives sales, create in-store conversion and provide more engaging experiences. A study by Conversion and SPC Card shows that over 50 % of young consumers believe retailers could enhance in-store experience, providing more product details and information by using the latest technology (Paul, 2012)

Step 1

Step 2

Download the app

Open the app and point your device at printed page or real object

Fig 37

Users can experience interactive content come to life

Step 4

Businesses receive users statistics and data

Benefits

Drawbacks

AR technology offers more convenient ways for customers to buy the products (See Appendix 3)

(Nielsen, 2015) argues the security and privacy concerns of AR technology

The consumer experimentation was The findings indicate that AR technology is lack of awareness amongst consumers. further supported the interactive and personalised experience provided from AR (See Appendix 1) technology (See Appendix 1) Retailers can increase brand awareness and improve interaction and communication with consumers through AR marketing campaign (Hanna, 2011)

Some marker-less smartphone are not capable of supporting current AR applications.

AR technology can help retailers to resolve sizing problems, increase conversion rates and reduce return rates, such as Virtual Try-on Systems

(Furht, 2011, p.40) addressed the issues of social acceptance of this emerging new technology

AR technology is accessible for everyone to bring a sense of interaction into the video (Jin and Yazdanifard, 2015)

Participants feel temporary vertigo and dizziness after experiencing such technology (See Appendix). Also, (Huang et al., 2012, p.182) indicate that AR technology can cause dizziness and or stiffness

Using Interactive technologies can help retailers to gain competitive advantage in this marketplace (Varadarajan et.al., 2010)

“The majority of existing applications are still of prototype level with the lack of flexibility being often a common denominator” (Martínez et.al., 2014)

Table 1.3.1 Benefits and Drawback of AR technology

Step 3

The technological advances have made it possible for AR technology to become a mainstream adoption for entertainment, advertising, healthcare and edutainment. Such technology will also enhance a shopper’s future shopping experience in retail. However, with the rapid adoption and the rise of AR value in today’s industry, this new emerging technology certainly has its benefits and drawbacks in this marketplace. The primary and secondary research were conducted to do further analyses of the benefits and drawbacks of AR technology. The benefits and drawbacks have been identified as follows:

engaging and personalized experiences (Olenski, 2013). Also, this statement is

further supported by the primary research, the interviewee mentioned AR technology allows people to access more product information, and enhance user experiences (See Appendix 3).

Fig 40

The previous section has analysed both benefits and drawbacks that AR technology can bring to the retailers. It is important for the retailers to take advantage of these benefits to enhance the customer shopping experience. In fact, (Thau, 2013) claimed that technology is changing the way consumers shops, as millennial consumers expect integrated channels from retailers. In this case, AR technology seems to be an unparalleled opportunity to bridge the gap between online and offline retail. (Fogg, 2003) defines the term of AR interactive technology as the notion of effective technology, because it provides customers with an exciting and engaging experiences and the capability to observe in a real-time environment.

Augmented re alit y app Fig 41-43

In this highly competitive retail market, traditional marketing methods are no longer persuasive to attract the new customers. That is where AR technology is pitching in. In the response to the rapidly increasing number of mobile and Internet users, retailers are searching for effective methods to drive customer engagement and brands loyalty. In this case, using such technology can help brands to generate more outcome, gain competitive advantage, and in the meantime, it provides consumers with compelling,

ď&#x2026;&#x201E;

There are certain retailers that have seen the opportunities and benefits of immersive and personalized experience that AR can bring. For instance, International Business Machines Corporation (IBM) has developed AR applications for the customers to view the additional product information on their smartphone. The customers can simply download the application, and point the phone toward thr products and receive additional information, such as product descriptions, reviews, price, ingredients, and discounts. Also, the IBM study reveals that consumers are seeking a truly integrated and meaningful shopping experience.

Tesco has collaborated with IBM to use AR mobile app to enhance shopper experience

Fig 38

Besides, another case demonstrates how IKEA used AR technology to bring their catalogue to life.

AR technology has been used as part of the advertising and marketing campaign by leading retail brands, such as NIKE, Volkswagen and Starbucks.

AR technology can also resolve the sizing issues that retailers have been struggling with for years. The Virtual Fitting Room allows online shoppers to use their webcam to virtually try on their clothes, before they decided to buy. The shoppers can select a range of clothing, and the selected clothing overlays the userâ&#x20AC;&#x2122;s live camera images so that users can see how the style looks on them (Dunsby, 2014). The Virtual Fitting Room is being used by growing number of leading retail brands in their online stores, such as H&M, Hugo Boss, Superdry, and Uniqlo.

Fig 39

These examples are a good illustration of AR technology adopted by retail brands. Therefore, chapter three will describe how each of them is being used in the retail landscape.

1.4 Current Uses of Augmented Reality In Retail Industry 22

Digital Retail Landscape The revolution of digital technology has transformed the retail landscape in the past few years. According to a M2M barometer report. There has been a prolifer-

Fig 44

Fig 45

ation of Internet of Things (loT) as retailers have increased over 88 percent the amount of loT adoption in the past few years. (Franks, 2015) indicates the digital revolution has led to a constantly evolution of consumers demand and expectations. Digital shoppers are expecting more tailored, personalized and consistent shopping experience across all the channels. Deloitte research showed a significance growth in the UK mobile users who owned or accessed a mobile devices, growing from 52 percent to 65 percent in 2014. In this case, (Jackson, 2012) supported the view that the increasing number of digital users provides an opportunity for retailers to bridge the gap between real and digital worlds to facilitate customer buying decisions in stores. The growth of e-commerce, changes in consumer demands and the emerging of interactive technologies that required the retailers to re-examine current business models, digital strategy and approaches to satisfy the new consumers in order to be successful and profitable (PWC, 2015)

The rapidly growth in digital technologies and social networking sites are making a considerable impact on retailers as the pace of innovation influences the consumer purchase decisions. The (eMarketer, 2015) predicts the spending of online digital shoppers worldwide will increase dramatically from $1.672 trillion online in 2015 to $3.551 trillion in 2019. The significant growth in online spending can be seen in global retail sales which are 7.3 percent in 2015, compared to 12.4 percent in 2019.

UK Retail Ecommerce Sales 2014-2019 Source: (eMarketer, 2015)

However, the figure below shows the decline in retail e-commerce sales in the UK, which will remain 10 percent in the next two years; the total retail sales will reach its peak of 19.3 percent by 2019. (Chaffey, 2015) Furthermore, the growing numbers of UK smartphone users are driving M-commerce retail sales, and the figure will likely to increase significantly throughout the period. According to Giulio Montemagno, Senior Vice President of International at RetailMeNot indicates â&#x20AC;&#x153;Mobile is now the driving force behind e-commerce growth, accounting for more than one in four pounds spent online in the UK this yearâ&#x20AC;? (Skeldon, 2015).

Fig 47

Fig 49

2.1.1 The Growth in E-commerce Fig 48

In addition, the use of Interactive technology proved to be highly beneficial to E-commerce sales. (Wilson, 2014) emphasises that AR technology can bring numerous benefits to the retailers and drive e-commerce sales, such as enhancing the customer shopping experience, price comparison, product availability and drive in-store sales. Previous studies from (Lu and Smith, 2008) examine the user reactions to traditional e-commerce systems, VR and AR e-commerce systems. The results from experiments showed that a group of participants obtained the most information, confidence and interaction through AR systems online, compared to a traditional or VR e-commerce system. More than 95 percent of participants indicated that an AR e-commerce system can allow users to virtualyl try on the products, gain more product information and increase the shopping experience.

Fig 50

UK Retail Mcommerce Sales 2014-2019 Source: (eMarketer, 2015)

The result further supported the study of (Huang and Hsu Liu, 2014) who explained that AR technology provides customers with reliable information and increases their buying decisions, while receiving various values. Therefore, the findings have shown AR certainly has an enormous potential in the e-commerce sector. Also, the use of interactive technology can significantly enhance both mobile and electronic commer ce. The recent study conducted by (Juniper Research, 2015) have shown that companies using AR technology will increase annual app revenues by $2.4 billion in 2019, compared to approximately $245 million last year. Apparently, AR app revenue growth was propelled by higher e-commerce sales.

2.1.2 The Changes in Consumer Behaviour and Demands With the proliferation of social networks and mobile applications, consumers are overwhelmed by too many choices and information. Unsurprisingly, technological advances are shaping consumers behaviour and demands, in the way they shop, buy and interact with brands. (Foster, 2006) supported the idea of how digital technology is changing the way people communicate with each other, and the way information is delivered within and between the brands. Previous studies have shown that the following factors are associated with the changes in consumer behaviour.

1. Become more selective with their purchases

3. Require more personalised experience Fig 52

What sort of personalisation do you expect?

2. New consumer mindset Alternatively, (Rajagopal and Castano, 2015) indicate that the new technology drivers are shaping the retail landscape and consumer behaviour. Prior study has suggested that one of the key drivers that will shape the retail marketplace is the new consumer mindset. The breed of interconnected consumers will expect to connect to anyone, at any time, about anything, from anywhere. (PWC, 2015) They want to be engaged and experience new things. This consumer group expects retailer to offer them a more tailored and seamless experiences across different channels that enable them to find, compare and buy goods and services on their terms (Accenture, 2014).

Consumers have higher expectations about the quality of products and services. They are surrounded with too many options and choices, and they expect retail brands can provide a multichannel experience. According to (Mintel, 2013), younger consumers are most likely to shop across different channels. In this case, (Adland, 2015) claims that AR is an effective tool to provide instant information to multichannel shoppers, and minimize the perceived risk at a retail store. (Wassom, 2014, p.100) argued that AR can provide video, text, and image explanations to consumers at the point of sales, and it makes it much for easier for businesses to deliver information to consumers.

According to (Barrie, 2015), one of the biggest challenges for retailers is to understand the changes in consumer behaviour and how these digital shoppers shop across all channels. Also, retailers should demonstrate a strong understanding of the evolution of the digital retail landscape, and the importance of using digital technology to satisfy current consumer needs for personalised and engaging experiences. It is necessary for the brands to structure their businesses in order to deliver an exceptional experience for all the customers across different channels

To further support this statement, the interviewee from Holition explained, “Consumers are becoming more selective than ever before. They expect a personal and multichannel experience from brands. Now the consumer is the brand, what they like, what they wear, what they say, what they do, that are more important than what the brand does.” (See Appendix 2)

% of US consumers % of UK consumers

Remember how long you have been a customer

Remember past purchases

The UK and US consumers expect marketing personalisation from the brands Source: (Agilone, 2014)

The “Internet of things” (IoT) is changing their desires for product and services, as well as increasing demand for a more personalised shopping experience that will satisfy their needs and wants. The digital agency AgilOne conducted the survey about the UK and US customers’ expectations of personalised experience. Surprisingly, the figure below reveals that more than 70 percent of UK respondents said they expect personalized experience with the brands they interact with (Hong, 2014). The findings are further support for the argument from (Price, 2013) who indicated that “this will open up the world of content shopping and personalization; however, those retailers that don’t aspire to a richer, more individual shopping experience will fail to thrive”. Therefore, the digital shoppers expect to see the retailers using interactive technologies to deliver more seamless, tailored and personalized experience both online and offline.

Fig 51

Any type of personalisation

Fig 53

echnological innovation has a significant role in changing the retail landscape over the past few decades. The emerging of interactive technologies is critical elements for the retailers to achieve sustainable competitive advantages. As explained earlier, the implementation of interactive technology has enhanced both mobile and electronic commerce. The dynamic growth of e-commerce and rapid adoption of digital technologies indicate a good illustration of the impact of interactive technologies in the retail sector.

2.1.3 The Impact of Interactive Technologies in Retailing

According to the research from Forrester, retailers utilising interactive technologies will increase 44 percent of retail sales by 2016 (Bazaarvoice, 2013). Thus, interactive technology has enormous potential to alter and revolutionise the retail landscape and how they interact with consumers (Curtis, 2013). The evidence of how these technologies can increase sales and deliver a competitive advantage can be clearly seen in the case of the IKEA interactive catalogue. (Statista, 2013) showed that IKEA catalogue app increased by 9.7 million download in 2013, and the figure will continue to rise in the coming years. Also, the interviewee from Holition mentioned that after Tissot had implemented interactive technology, where people can be virtually try on watches, the brand managed to increase sales by 80 percent (See Appendix 2). In this case, this has clearly indicated that interactive technology is shaping how consumers evaluate, experience and buy products. (Renko and Druzijanic 2014) conclude that technology offers numerous advantages to retailers and facilitates better communication between the brands and consumers. Therefore, it is important for retailers to leverage new technology and understand how consumers shop across all the channels. Despite the fact that interactive technologies have provided numerous benefits to the retailers and, the rapid adoption of these technologies by consumers, previous studies have examined positive effects on consumerâ&#x20AC;&#x2122;s experiences and attitudes towards interactive technologies. However, there is insufficient research regarding the negative effects. Prior study from (Hu, Pavlou and Zhang, 2009) explained that online product reviews offer false or misleading estimations about product quality and this might affect product sales. A further research is needed to examine the side effects of using interactive technology on retail. There are some factors that retailers should be taken into account while utilisng these technologies. But (Varadarajan et al., 2010) mentioned a several possibilities for retailers to adopt interactive technologies to generate profit margins, and achieve a competitive advantage in this marketplace.

Fig 54

2.2 Current Awareness of AR Technology in the Retail Industry



The previous section has examined the benefits that interactive technologies can bring to the retailers and the next part of this section is to identify the current awareness of interactive technology, particularly AR technology in the retail sector. AR technology is one of the emerging technologies that is being widely adopted by the retailers, starting in last few years. Despite much of the existing studies indicate the numerous advantages derived from AR technology, this technology has not reached the mass market yet. (Martínez et al., 2014) argued that AR technology is still unknown to the general public as this technology is still at an early stage of development. Also, the report from (XcubeLabs, 2013) discussed several challenges and difficulties faced by AR technology. One of the biggest barriers is a lack of public awareness of its usage and benefits. Talking about these issues, one of the interviewee said, “It is still not becoming mainstream yet. Because when we speak to the clients, some of them are still not aware of this technology” (See Appendix 3). Furthermore, these studies seem to be consistent with the primary research. When the participants were asked if they have heard about AR technology before, half of them commented that this was the first time they have heard about this technology, and there were some uncertainties regarding its functions. Moreover, one participant stated “Perhaps the staffs can promote this AR application, show the customers how it works, and guide them how to use so that people would know how to do with AR application. Otherwise, it is too new for them” (See Appendix 1). This has supported the statement from (XcubeLabs, 2013) suggesting that brands should educate their target audience on how to use AR applications so that they can make complete use of the AR capabilities in applications. However, the interviewee from Holition had a different perspective in regards to AR technology. The interviewee commented “I think AR technology is becoming a mainstream. As a business we are doing more work that we have never done before, there is kind of growth in this business” (See Appendix 2). Although AR technology is becoming a new productivity tool and solution for retailers, there have been several barriers that had to be resolved as well as to gain the acceptance and adoption by consumers. While public awareness is one of the factors that need to be overcome as well; however, the new report from (Tractica, 2015) predicts the mobile AR applications will reach over 1.2 billion downloads by 2019, this increased from 272 million downloads in 2014. Also, the primary research interview which mentioned that there are a number of major brands that are embracing AR technology, people will start to get involved as well (See Appendix 3). Therefore, the tremendous growth in the AR market has shown the growing awareness of AR technology.

The rise in e-commerce and the major shifts in consumer behaviour and expectations of products and services are discussed in the following section. As mentioned earlier, technology has become an effective tool for retailers to engage with customers and receive a sustainable competitive advantage. The final section of this chapter addresses the question of whether or not AR technology provides new solutions to the retailers. According to (LSN: Global 2015) “Technology is no longer just the problem. It is becoming part of the solution”. The retail brands need to utilise the benefits of digital technologies in order to deliver exceptional solutions to the customers and simplify the businesses. Also, (Christie, 2014) indicated the importance of using technologies to create sustainable positive relationships with the customers. A number of studies demonstrated that AR technology is likely to become marketing and business solutions in the coming years. The majority of retailers have seen the value of AR technology. (Kipper and Rampolla, 2012) argued that AR technology is still being widely used by advertising, entertainment, education and maintenance while other sectors are still searching for more inventive methods and solutions, but AR is very likely to integrate into people’s daily lives over the next few years. (Mahajan, 2014) indicated that a profound impact of AR can be seen in the sales and feedback from the customers. The author also noted that AR solutions would become a critical part of retail success. Some positive results can be seen in these studies. However, (Liljenwall, 2004, p.149) argued “when retail problems happen to overlap technology-based opportunities, it is easy to become infatuated with the ‘cool factor’ of the technology and lose sight of the whole solution.” In addition, the findings from primary research further support these arguments (See Appendix 2). Despite AR technology being an unparalleled opportunity and having solutions for retailers to bridge the gap;

Fig 55

2.3 New Technological Solutions for Retailers 

however, retailers should consider what are the major problems or issues that need to be resolved by using AR technology. Many retail brands have experimented with solutions that enhance the physical environment through mobile devices and computers (Whisbi, 2014). Some good examples of how AR technology is being used in a marketing campaigns and interactive print will be discussed in the next chapter.

Fig 56

Case Studies

Fig 57-58



3.1 IKEA INTERACTIVE CATELOGUE

Furthermore, IKEA’s printed catalogue has successfully reached customers on a large-scale. IKEA’s innovative use of the AR application has become one of the most downloaded apps in the retail sector. As shown in the figure, the IKEA catalogue app has reached 9.7 million download in 2013, compared with 5.7 million in 2012. According to (Dyer 2010), AR technology has a significant role in changing the future of retail. While this technology is still at an early stage of development, it offers companies an exciting opportunity, particularly for retailers looking to stand out in this competitive industry.

9.7 Million download

5.7 Million download 3.5 Million download



Fig 60

2011

2012

2013 Fig 59

IKEA, a leading home furnishing retailer identified that Augmented Reality has the immense potential to interact with customers. In response to the growing number of digital customers, IKEA discovered the opportunity to utilise the interactive technologies to make their printed catalogue more inspiring and engaging. In 2013, IKEA turned to Augmented Reality to deliver an exclusive digital content for the customers. IKEA’s printed catalogue allows users to interact and visualise how IKEA furniture will look in their homes. The customers can use their smartphone to scan the printed catalogue with Augmented Reality application to unlock the exclusive content. The exclusive digital content includes various features such as home decoration ideas and videos. With the IKEA AR application, users are allowed to zoom-in or have views for 360° and 180° of their rooms with the exciting new AR capability (IKEA 2013). In this case, IKEA using the AR technology not only provides customers with a seamless shopping experience but also removes major barriers, such as reducing the return rates.

3.2 NIKE RUNNING CAMPAIGN Fig 61

The rise of using AR technology by leading retail brands in marketing campaigns is slowly becoming mainstream. The study of (Coquillart, Brunnett and Welch, 2011) demonstrated a successful advertising campaign created by the digital and marketing agency Saatchi. Since that time, many brands have started to implement AR technology into marketing campaigns and explored different aspects of AR marketing. However, there has been an inconclusive argument about its effects and potential towards marketing and advertising business. Also, the research from (Bulearca and Tamarjan, 2010) highlight the same problem with this approach, they argue that the “lack of understanding of its long-term effects of AR marketing due to scarceness in benchmarks, measurable elements and research studies”.



Even though positive and negative impacts of AR technology towards retail brands still remain unanswered, the technological advances have made AR become more functional and effective. Besides, AR technology is being widely used as part of a marketing and promotion tool across different sectors, as such technology can increase brand awareness and provides customers with a distinct digital experience, enhancing the relationship between a shopper and a brand.

Previous studies seem to validate the view that consumer’ use of mobile devices and social networking sites have become a fundamental part of their daily interaction. The proliferation of digital media has led marketers extending technologically enabled marketing campaigns. The integration of AR and gamification in marketing campaigns have become increasingly popular among the brands. A NIKE marketing campaign can be seen as one of the excellent examples of using AR mixing digital technology, communication and customer experiences. NIKE received tremendous responses from their running campaign ‘Catch The Flash’. In this campaign, 50 runners were equipped NIKE Vapor Jackets and GPS tracking devices so that the participants could track them down using a mobile application. Every Vapor Jacket had a unique number on the back and, in order to catch the runners, the participants would have to take a picture of them. “Those jackets were made of a light reflective material; it meant that the flash would reveal the number and whoever catches the most flashes wins the game”. (Zesty 2011)

Fig 62

Previous chapters have introduced the concept of AR technology and demonstrated some of the key drivers in the retail sector, as well as the perceived usefulness of AR technology and how this technology is being used within the retail industry. Therefore, this chapter will examine why retail brands should adopt AR technology to target the new age customers, the digital-savvy millennials. (Kime 2011) supported the view that AR technology is blurring the line between the digital and real world; this technology creates a more sensory, immediate, and immersive experience, which is perfect for millennials.

Fig 64

Fig 63

Millennial Consumers

Fig 66

Fig 65

4.1 Digital-Savvy Millennials.

Millennials were born between 1981 and 1997. They represent a large populations, about 23 percent in the UK (eMarketer, 2014). Millennials also known as digital natives, they grew up and surrounded by the latest technology. This generation is more likely to adopt new technology compared to other generations. Millennials have already become a significant role in this new digital world. Digital technology has become an essential part of their lives; this is how they receive information and experience the brands. This generation is highly social, collaborative and networked (Ernst & Young, 2011). According to (eMarketer, 2013), UK millennials have the highest rates of smartphone users than other generationsâ&#x20AC;&#x2122; peers. Undoubtedly, Millennials consistently engage with mobile devices, which leads to a higher internet usage among other older generations.

(Bcg Perspective, 2014) showed that the majority of millennial consumers spend most of their time using digital technology to engage with people in real-time. More than 79 percent of millennials use a social media platforms to communicate with friends, compared to other generations, which are at only 59 percent. More than half of Millennials are constantly connected and share experience online, and this is why digital devices make their lives feel richer than ever before. Fig 67

In a comparison with the Generation X, millennials consumers are likely to name themselves as early adopters of new technology in leading economies worldwide. (Cooke, 2014). The findings from the Global digital agency Razorfish shows that millennials are the highest of new technology adopters among their peer group, which is 39 % in a comparison to just 29% of Generation X. Also, the figure illustrates the media usage among millennial consumers in the last seven days. More than 90 percent of Millennials use a mobile phone in an average week while this group of peers spend 50 percent more time on their smartphone than other generations (Cohen, 2013). Also, (Kipper and Rampolla 2012) argued, “UK may have a slower adoption, but the eventual integration of AR is probably inevitable particularly as younger generation group up with this technology”. Fig 68

4.2 Consumers’ Adoption & Experiences of New Technology In addition, the results from focus group discussions showed that AR technology could create exciting and engaging experiences for Millennials. Some participants expressed their excitement after experiencing AR technology. One participant commented, “It is really interesting, both AR application and headset, I mean this AR experience is just amazing”! (See Appendix 1) The experimentation and observation showed how each participant interacted with AR technology; over half of them feel emotionally engaged in a virtual world. Another participant said, “it makes so fun, and engaging experience for other people because I was watching him with the hands open, I was like..what’s going on, and it is kind of like makes me want to try it out”. (See Appendix 1)

In response to the rapid growth of digital natives, retailers have started to invest AR technology to drive the customer engagement to the next levels. Also, millennials consumers are searching for a more engaging and personalized retail experience. Therefore, AR technology seems to satisfy the consumer needs for interactive and engaging experiences as well as to increase its perceived value (Singh, 2014).

What Augmented Reality use case would increase you likelihood of purchasing the product?

Furthermore, the research from Accenture indicates that consumers are ready for the new technology. The survey shows that 59 percent of consumers never have had the chance to try Augmented Reality, only 30% are unsure of how it works. The figure below reveals that there were 61 to 81 percent of the consumers that had intended to make a purchase based on their AR app experience. (Accenture 2012)

Augmented Reality Survey by (Accenture, 2014) Fig 69

Fig 70

Fig 71

Emerging Market. OF AUGMENTED REALITY

Fig 72

The dramatic increase in mobile and Internet usage has pushed commerce forward, which has led to retailers now turning to AR to increase sales, brand reinforcement and enhance the customer shopping experience. The market research report from (SmarTech, 2013) examined the potential growth and development of the AR market. They also state that a substantial portion of revenues from AR will obtain from retail and advertising sectors, followed by education, entertainment and tourism. Therefore, the purpose of this chapter is to examine the TOWS matrix of AR, current market growth as well as limitations and challenges

Strengths (Internal)

Weaknesses (Internal)

1. Creates highly social, sensory and interactive experiences 2. New and innovative marketing and promotional tool. 3. Allows users to visualise the 3D models in a real world environment. 4. AR can enhance production performance, reduce costs and delivery time (De Paolis and Mongelli, 2014, p.232) 5. Virtually try on products can Increase customer purchase intentions. (Schwartz, 2011)

1. Privacy and security issues associated with AR technology 2. High-performance levels, some of the smartphones do not support the current version of AR applications. 3. AR can be expensive to develop and maintain 4. High-speed internet access is required to obtain information in real time 5. Increase the risk of information overload. 6. Image recognition and tracking systems can be time-consuming processes (MartĂnez et al., 2014)

Opportunities (External)

Opportunities/ Strengths (OS) Strategies

Opportunities/ Weaknesses (OW) Strategies

1. Bridge the gap between digital and physical world. 2. The rapid growth in mobile electronic commerce 3. Slowly becoming a mainstream adoption 4. The advancements in mobile and computer technology 5. AR will have a significant growth in the Asian market, especially in China over the next few years. (Emrich, 2015)

1. Provides retail brands with a sustainable competitive advantage. (S1, S3, O1)

1. AR will become highly accessible and inexpensive alternative to the businesses (W3, O2)

2. Stimulates the growth of AR market. (S2, O2)

2. Improve 3D performance in current mobile devices (W2, O4)

3. Increase retail sales (S6, O2) 4. AR technology will become next dominant platform (S3, O5) w

3. The new invention of Augmented Reality SDK version 4 allows users to run on mobile devices without an internet connection. (W4, O4)

Threats (External)

Threats/ Strengths (TS) Strategies

1. The rapid advancements in new technology could soon replace AR 2. Lack of public awareness 3. Technology fragmentation has prevented AR from mass adoption and expansion. (Greenberg, 2010) 4. Changes in consumer behaviour 5. The emergence of digital communication technology lead to frustration and anxiety (Malin, 2014, p.202) 6. Growing competition among AR companies.

1. Enhance customer engagement through AR advertising campaigns, encourage users to download AR applications (S3, T2)

Threats/ Weaknesses (TW) Strategies 1. AR technology can integrate digital information in real time. Therefore, the technology still has a lot of potential to add to current or future technology (W6,T1)

Augmented Reality (AR) Technology

2. Satisfies customer needs for personalised and engaging experiences (S1, T4)

2. With the growing adoption of AR technology, the cost of developing AR may reduce. (W3, T2)

3. Integrates technology and provides cross-channel marketing to satisfy 3. Change and filter information and consumer needs and wants (S1, S2, AR visualized content (W5, T5) T3)

Fig 73-76

5.1 TOWS Matrix

5.2 Current Market Trend Todayâ&#x20AC;&#x2122;s technology companies have seen the business value AR technology can bring to the industry. Some companies have pushed AR forward into mainstream adoption. The growing intense competition between the companies such as Google, Microsoft, Samsung and HTC exists because they are trying to develop their own Virtual and Augmented Reality headset. Undoubtedly, both Virtual and Augmented Reality technologies will continue to grow at a rapid rate, and they will soon dominate global markets, becoming a new norm (Mahomendy, 2015)

Table 5.1.1 TOWS Matrix of Augmented Reality

Table 5.2.1 List of Brands using Augmented Reality

Brand

Example of using AR Brand technology

Example of using AR technology

Microsoft

Microsoft has created AR HoloLens Headset blends 3D holograms with a real-world environment. IBM AR application allows users to compare product prices, reviews and receive special offers as they move throughout the store. Disney AR colouring book application allows children to see a 3D and animated version of Disney Characters come to life. Tissot created AR display which enables users to virtually try on watches

Hugo Boss

Hugo Boss used AR technology in window displays

Shiseido

Shiseido magic make-up mirror allows users to see what the new cosmetic products will look on their face.

Converse

Converse’s AR sample application allows users to see how the converse sneakers will look on their feet.

L’oreal

L’oreal Paris Makeup Genius application allows users to virtually try on more than 4000 cosmetic products from different brands by using the smartphone or tablet Dunhill used AR application to bring traditional advertisement to life. Uniqlo’s LCD mirrors allow users to experience an augmented dressing room. The LCD mirrors will show the customers different colour options Lacoste’s AR application allows users to virtually try on shoes in-store.

IBM

Fig 77-80

Disney

The market leader Microsoft has planned to release a new holographic headset in 2016. Microsoft has invested in AR rather than compete with their rivals, while Sony and Facebook collaborate with Oculus VR (Williams, 2015). The new wireless HoloLens Headset allows users to view a three- dimensional holograms that integrates the physical surroundings with a digital space. The technologist Raven Zachary mentioned that the success of the HoloLens headset could facilitate the industrial design, medical, education, construction, real estate and retail sectors (Terdiman, 2015). Also, Microsoft CEO Satya Nadella stated that the Microsoft Hololens would dominate the future of the AR market because it is much easier for consumers to buy AR devices compared to a VR headset (Gaudiosi, 2015) On the other hand, AR technology seems to becoming the next frontier in the fashion industry. There is growing interest in implementing AR technology into marketing campaigns, in-store and fashion shows to create richer experiences for the consumers. (Coleman, 2013) emphasised that “the successful digital content needs to offer something worth sharing. Stories and experiences have immense chat value and give valuable social currency to people who can access it and share it”. The table 5.2.1 shows the list of retail brands using AR technology.

Tissot

IKEA

Starbucks

American Apparel

IKEA interactive printed Dunhill catalogue allows users to see how IKEA furniture will look in their homes. Starbucks cup magic Uniqlo application allows users to animate and interact their coffee cups using the smartphone. American apparel colour Lacoste changing app allows users to scan the item and see the product in various colours and read customer reviews.

According to the CEO of IMMY.Inc, Douglas Magyari indicates that the advancements in technology making the experience more comfortable to use and understand; therefore, AR technology will be widely adopted over the next few years. The growing adoption of VR will play a significant role in helping consumers become more open and comfortable with AR (Macgougan, 2015)



Fig 82

5.3 Current Limitations & Challenges of Augmented Reality 

Despite the fact that AR is proving to be highly beneficial to the industry; however, there are several barriers and challenges that need to be overcome before AR succeeds in becoming a mainstream adoption. (Martínez et al., 2014) examined the various barriers, which are preventing AR from expanding and becoming a mainstream adoption. The authors discussed that the lack of accuracy is one of the major problems. Furthermore, (Kipper and Rampolla, 2013, p.2324) mentioned the biggest challenges of AR technology are image recognition and sensor accuracy. The authors stated that AR systems use multiple tracking technologies, such as digital cameras, GPS, accelerometers and wireless sensors. Therefore, these technologies can create barriers and affect location-based AR.

Additionally, social issues are one of the biggest barriers that prevent AR technology from being widely used by the companies. As mentioned earlier, although there is a growing awareness of AR technology, this technology still remains relatively unknown to the general public. The majority of them still do not know how AR works. The focus group discussion which further supported this statement. (See Appendix 1). According to (Lee, 2013, p.166), nowadays, smartphone users can try out various AR-based applications, but there are still some uncertainties about current active users. (Ogden, 2015) claimed that the users review rating levels on the various application stores indicated AR is still not popular among the users. In this case, AR technology still confronts other challenges and barriers, and the problems will continue to rise in the coming years, particularly as AR matures. Even though the technological advances have tackled these problems over the past few years, but some further work is needed to improve AR’s performance and effectiveness levels.

Another technical challenge for AR is object recognition. (Koller et al., 1997) discussed that both real and virtual objects require an accurate alignment to each other. Otherwise, this will cause registration problems and two-world coexistence will get affected. However, the study from (Laan, 2014) shows that the advancements in computer and software technologies make AR applications obtainable. Also, a huge improvement in image recognition makes it possible for AR to track several surfaces at once.

Fig 83

Fig 81

5.4 The Value & Growth Of The AR Market AR technology can enhance human interaction and senses by merging digital-generated information with real world information. The advance of computer technology and Internet connectivity have made it possible for AR to increase current performance levels, and user experiences. Many retail brands have started to embrace such innovative technology into their marketing strategy to satisfy consumer needs and drive sales (Chichirau, 2015). In this case, AR technology has received tremendous growth within a few years, and the revenue will likely increase in the future (Gaudiosi, 2015)

Fig 85

200 Million Users

Global market forecasts for installed base and active users for mobile AR applications.

60 Million Users

Nevertheless, there have been numerous controversies related to the popularity of AR technology, but (Statista, 2015) illustrates the global market size of AR in 2013, and projected size in 2018. The result indicated that the AR market is experiencing a considerable growth from over 50 million users in 2013 to approximately 200 million users in 2018 (Statista, 2015).

2013

2018 Fig 84

The statistics have shown the AR market is growing at a rapid pace, in not only the UK, US and Europe. The findings from Research And Markets predicts the Asia-Pacific AR market could become the fastest growing region in the next five years (Rohan, 2015). A tech-savvy nation such as Japan, which has a strong technology infrastructure, makes it likely that the country will adopt AR technology. The latest market report from (Technavio, 2015) emphasises the potential of AR in the Japanese market. As business and technology environments are changing in Japan, the companies are required to develop a mobile workforce to stay ahead of the competition. The forecast of the mobile AR market in Japan will likely increase at 104 percent CAGR between 2014 and 2019 (Tiwari, 2015). Additionally, the latest report shows the growing demand for new technology in to Chinese market. The mobile AR market in China has the strong growth prospect; the market is expected to grow approximately 109 percent CARG between 2014 and 2019 (John, 2015). Therefore, many AR vendors are trying to capitalise on the opportunities offered in this emerging marketplace in China.

Although there is not much in the way of statistics focusing on current market size or growth in the UK, according to (TMCnet, 2015) Ausrama, an industry leading AR platform in the UK, had more than 6 million new customers last year. Also, the Office Depot. Inc has seen a massive impact on implementing AR into their marketing campaign. The company has increased 300 percent in app usage, increased over 60 percent of their click through rate, and had 15 million product views (Karydes, 2014). Given the rising popularity of AR technology, one of the interviewees strongly believes that there are a good prospects for the AR market in the future. (See Appendix 3) All the evidence has proven that the AR market has gained a significant momentum across different sectors, and the market will remain on a steadily upward growth in the next five years.

business value market projected to reach $3.9 billion by 2020

top three high growth markets 1. the United STates 2. Asia-pacific 3. japan

1. increase shopper experience 2. enhance print media with digital content 3. increase in-store conversion rate 4. increase production performance, enable cost savings

Fig 86

global augmented reality market 2020

2014

Percentage Of Population

mobile internet subscriber penetration rate Market Statistics by Global Industry Analysts, Inc.

key players bLIPPAR lAYAR aUrasma google inc apple inc cimagine media ltd wikitude ausmensys gmbh

ď&#x2026;&#x201E;

CONCLUSION The purpose of the current research was to examine how retailers can capitalise on AR technology to enhance customer engagement, particularly for the digital millennials. There are a number of critical factors that have been highlighted throughout the study, such as the key drivers for retail brands, benefits and drawbacks of AR technology, the growth of the AR market and millennial consumersâ&#x20AC;&#x2122; engagement with new technology. The study has identified several advantages and disadvantages of AR technology. The AR technology provides customers with a more tailored, personalised and seamless shopping experiences. The evidence from focus group discussion and experimentation are further supported by the engaging experiences provided from AR. Some positive emotional feelings and feedbacks have been made from millennials in consumer experimentation with AR technology. In addition, there are several significant problems regarding its side effects for the use of interactive technologies that have been raised through experimentation. A problem such as motion sickness should be taken into consideration when using interactive technologies. Furthermore, such technology also facilitates retailers increasing brand awareness, gaining sustainable competitive advantages and increasing sales. This statement is clearly supported by the evidence obtained from primary research, where it was highlighted that the retail brand managed to increase sales by implementing AR technology. Also, AR can effectively enhance brand communication and interaction with shoppers. In this case, AR is successfully being used in a marketing campaigns, online and in-store. The research has highlighted some of the key drivers that influence the current retail market. The constant evolution of consumer behaviour and new consumer mindsets are the biggest challenges for retailers to re-examine their marketing strategy. The findings from primary research have strengthened the statement of how digital technology are shaping consumer behaviours over the past decade. The results emphasise the fact that digital millennials are becoming multichannel shoppers, and they expect retailers to provide more personalised and engaging experiences across different channels. The research suggests that this is important for retailers to leverage innovative technologies to meet customer expectations and satisfy their needs.

Additionally, UK millennials have caused a significant impact on mobile and electronic commerce. The growing number of Internet and mobile users is driving the growth of both m-commerce and e-commerce, and this has accelerated the expansion of the AR market. Millennials are more likely to adopt new technology than other generationsâ&#x20AC;&#x2122; peers. The research has showed that AR technology allows customers to visualise the products, and provide a higher level of product knowledge that increases customer buying intentions. The results of this research have further supported the primary research, which was highlighted to show that millennials consumers are more likely to buy the products based on their AR experiences. There has been evidence of the growing awareness of AR technology amongst the population. Through the research of current and future AR market size, it is apparent that AR is likely to experience rapid growth in the next five years. Also, companies have seen the value and future prospect of the AR market, and the research has shown that AR users will increase to over 2 billion in 2019, and the retail sector is likely to generate a higher volume of AR applications. It can be concluded that AR technology has delivered a positive impact on the retail landscape. There is a growing number of retailers using AR technology to enhance in-store experiences and interaction with shoppers. Many companies have seen the growth prospects of the AR market in the coming years, and the market size will continue to increase in the future when AR becomes mainstream. However, there have been several limitations of AR technology that need to be overcome so that retailers can benefit from the use of AR technology in the future.

While the proposed study provides insight into the various benefits that AR can bring to the retail sectors, there are a number of opportunities provided for further investigation. There is a very limited current literature addressing the effects of AR technology. Further research needs to be done to establish whether AR technology has a negative impact on the consumers With new interactive technologies such as Virtual Reality, Augmented Reality, and Holographic, it is necessary for retailers to utilise them in order to stay ahead in this competitive industry. Additionally, technology is bridging the gap between brand and consumer. Therefore, retailers should push the concept of a brick and mortar store to the edge, and become what is called “Immersive Retail” and provides customers with a completely interactive and personalised experience in a retail store.

t e x t: C h a r li e s f ros t

Given the rising popularity of AR technology, many retail brands have started to invest in innovative interactive technology, such as implementing AR into a marketing campaigns, window displays, online or print magazines or using VR and holographic projection in fashion shows. Therefore, it is necessary for research to focus on the effects of interactive technologies on a brand’s performance.

Table 6: Recommendation for the use of AR technology within the retail industry

RECOMMENDATION



Immersive Retail

AR marketing strategy Interactive display

Delivering engaging and personalised experience has become a fundamental part of the luxury sector. Therefore, there is an opportunity for retail brands to implement AR technology within luxury sector as it provides virtual experience that can increase customer engagement Example Luxury brands could use an in-store holographic headset, which allows the customers to view the latest collection in 3D. The customers could even change the colours and sizes, and see how the products would look like on them.

The retail brands can increase brand awareness and generate word of mouth by using AR in product packaging. The brands can create fun and interactive experience to the consumers at the same time it adds value to the packaging design

AR technology allows the shoppers to virtually try on the products. The highly interactive experience that AR provided, which allows brands to increase sales and customer buying intention.

Example The rapid growth of e-commerce, which provides an opportunity for the online retailers to leverage AR technology. It is suggested that the online retailers such as ASOS could come out with a limited edition of AR boxes. The brand could develop AR mobile apps that allow the shoppers to watch the new collections come to life by scanning the product packaging.

Example The retail brands could embrace AR in their window displays. The customer could launch AR mobile apps and point the smartphone at the interactive display; it would show them the product information and customers could even buy the products directly through their smartphone.

Fig 87

References

Bazaarvoice, (2013). The Top 5 Consumer-Driven Trends in Retail. [online] Bazaarvoice. Available at: http://resources. bazaarvoice.com/rs/bazaarvoice/images/Bazaarvoice_WP_Top5_Consumer-Driven_Trends_Retail.pdf [Accessed 26 Nov. 2015].

4imprint, (2012). Augmented Reality. [online] Available at: http://info.4imprint.com/wp-content/uploads/1P-02-0213-Augmented-Reality-Blue-Paper.pdf [Accessed 8 Oct. 2015].

Campbell, M. (Saturday 14th May 2011) Augmented Cities. New Scientist. [Online]. 210 (2812), 31-31. Available at Academic Search Complete [Accessed 27 October 2015].

Abiresearch.com, (2015). Home | ABI Research. [online] Available at: https://www.abiresearch.com/ [Accessed 6 Oct. 2015].

Cohen, H. (2013). Millennials Marketing: Mobile & Social Media Required. [online] Heidi Cohen. Available at: http:// heidicohen.com/millennials-marketing-mobile-social-media-required/ [Accessed 7 Dec. 2015].

Accenture.com, (2014). Life on the Digital Edge - Augmented Reality - Accenture. [online] Available at: https://www. accenture.com/ke-en/insight-augmented-reality-customer-experience-drive-growth.aspx [Accessed 15 Oct. 2015].

Chaffey, D. (2015). Ecommerce growth statistics - UK and Worldwide. [online] Smart Insights. Available at: http://www. smartinsights.com/digital-marketing-strategy/online-retail-sales-growth/ [Accessed 21 Nov. 2015].

Adland, A. (2015). The Impact of Augmented Reality on the Point of Purchase and the Retail Sector. [online] Aijasen. Available at: https://aijasen.wordpress.com/2015/07/21/impact-of-augmented-reality-on-the-point-of-purchase-and-theretail-sector/ [Accessed 22 Oct. 2015].

Challenges Confronting the Retail Industry. 1979. Management Accounting (pre-1986), 61(2), pp. 12. Available at http:// ezproxy.bcu.ac.uk:2073/docview/198697722?OpenUrlRefId=info:xri/sid:summon&accountid=10749 [Accessed 28 October 2015].

AgilOne | Predictive Marketing Cloud, (2015). AgilOne. [online] Available at: http://www.agilone.com/ [Accessed 5 Nov. 2015].

Charara, S. (2015). Virtual reality versus augmented reality: Which is the future?. [online] Wareable. Available at: http:// www.wareable.com/vr/virtual-reality-vs-augmented-reality-which-is-the-future [Accessed 3 Oct. 2015].

Arvanitis, T., Williams, D., Knight, J., Baber, C., Gargalakos, M., Sotiriou, S. and Bogner, F. (2011). A Human Factors Study of Technology Acceptance of a Prototype Mobile Augmented Reality System for Science Education. adv sci lett, [online] 4(11), pp.3342-3352. Available at: http://pure-oai.bham.ac.uk/ws/files/4856292/AdvSciLetters.pdf [Accessed 19 Nov. 2015].

Chichirau, S. (2015). How brands can benefit from Augmented Reality. [online] Bit10.net. Available at: http://www.bit10. net/blog/how-brands-can-benefit-from-augmented-reality/ [Accessed 30 Nov. 2015].

Barfield, W. (2015). Fundamentals of Wearable Computers and Augmented Reality, Second Edition. CRC Press, pp.422423 Barrie, L. (2015). Outlook 2015: Challenges and opportunities. [online] Just-style.com. Available at: http://www.just-style. com/management-briefing/challenges-and-opportunities_id124055.aspx [Accessed 3 Nov. 2015]. Beal, V. (n.d.). What is Real Time? A Webopedia Definition. [online] Webopedia.com. Available at: http://www.webopedia.com/TERM/R/real_time.html [Accessed 2 Dec. 2015]. Biddix, J. (2009). Mixed Methods Research Designs. [online] Research Rundowns. Available at: https://researchrundowns.wordpress.com/mixed/mixed-methods-research-designs/ [Accessed 15 Nov. 2015]. Blippar.com, (2015). Home. [online] Available at: https://blippar.com/en/ [Accessed 6 Oct. 2015]. bcg perspectives, (2014). The Millennial Consumer. [online] Available at: https://www.bcgperspectives.com/content/articles/consumer_insight_marketing_millennial_consumer/?chapter=3 [Accessed 19 Nov. 2015]. Bodhani, A. (2013). Apps augmenting reality to drive retail sales. Engineering and Technology Magazine, [online] (4). Available at: http://eandt.theiet.org/magazine/2013/04/getting-a-purchase-on-ar.cfm [Accessed 21 Nov. 2015]. Brewer, J. (2013). Shoppers Expanding Purchasing Power Beyond the Store. [online] Www-03.ibm.com. Available at: https://www-03.ibm.com/press/us/en/pressrelease/40138.wss [Accessed 25 Oct. 2015]. Buchanan, P. (2015). Virtual Opulence. [online] Lsnglobal.com. Available at: https://www.lsnglobal.com/micro-trends/ article/18023/virtual-opulence [Accessed 21 Nov. 2015]. Bacca, J., Baldiris, S., Fabregat, R., Graf, S., & Kinshuk. (2014). Augmented Reality Trends in Education: A Systematic Review of Research and Applications. Educational Technology & Society, 17 (4),pp.133–149. Available at http://www. ifets.info/journals/17_4/9.pdf [Accessed 5 December 2015]. Bulearca, M. and Tamarjan, D., 2010. Augmented Reality: A Sustainable Marketing Tool? Global Business and Management Research, 2(2), pp. 237-252. Available at http://ezproxy.bcu.ac.uk:2073/docview/920098032/fulltext?accountid=10749 [Accessed 06 October 2015].

Choudhary, F. (2014). Marketing in 2014 - Augmented Reality. [online] Momentagroup.com. Available at: http://www. momentagroup.com/insights/marketing-in-2014-augmented-reality/ [Accessed 27 Oct. 2015]. Christie, G. (2014). Retailers need tech solutions for sales spikes. [online] Kpmgtechgrowth.co.uk. Available at: http:// www.kpmgtechgrowth.co.uk/retailers-need-tech-solutions-for-sales-spikes-by-glen-christie/ [Accessed 26 Nov. 2015]. Clemens, A., Raphael, G., Lukas, G., Tobias, L., Alessandro, M. and Daniel, W. (2015). The History of Mobile Augmented Reality. [online] Austria: Graz University of Technology, pp.3-30. Available at: http://www.icg.tugraz.at/publications/ the-history-of-mobile-augmented-reality [Accessed 9 Nov. 2015]. Cohen, W. (2015). Why augmented reality will change how we shop - iMediaConnection.com. [online] Imediaconnection. com. Available at: http://www.imediaconnection.com/content/38353.asp [Accessed 6 Oct. 2015]. Coleman, L. (2013). Emerging technologies meets luxury brands. [online] Foolproof.co.uk. Available at: http://www.foolproof.co.uk/thinking/emerging-technologies-meets-luxury-brands/ [Accessed 29 Nov. 2015]. Cooke, S. (2014). Cannes Lions 2014: Study shows digital divide between Millennials and Generation X. [online] Lsnglobal.com. Available at: https://www.lsnglobal.com/behaviours/article/15998/cannes-lions-2014-study-shows-digital-divide-between-millennials-and-generation-x [Accessed 23 Nov. 2015]. Cubeinnovators.com, (2014). CUBE INNOVATORS. [online] Available at: http://cubeinnovators.com/products/augmented-reality-solution/ [Accessed 12 Oct. 2015]. Curtis, R. (2013). The future of the high street lies in ‘connected retail’. [online] the Guardian. Available at: http://www. theguardian.com/media-network/media-network-blog/2013/jul/18/future-high-street-connected-retail-me-tailing-burberry [Accessed 24 Nov. 2015]. Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), p.319. De Paolis, L. and Mongelli, A. (2014). Augmented and virtual reality. Switzerland: Springer. Dyer, B. (2010). Reality is about to become augmented. Computing. Available at http://ezproxy.bcu.ac.uk:2144/ps/i. do?id=GALE%7CA236961820&v=2.1&u=uce&it=r&p=SPJ.SP00&asid=5ad3073f219884bbefc21e90acfe9b29 [Accessed 9 October 2015].

Dünser, A., Grasset, R. and Billinghurst, M. (2008) ‘A survey of evaluation techniques used in augmented reality studies’, ACM SIGGRAPH ASIA 2008 courses on - SIGGRAPH Asia ’08, Available at http://www.researchgate.net/publication/216867631_A_survey_of_evaluation_techniques_used_in_augmented_reality_studies [Accessed 07 October 2015].

Gould, S. (2014). Can Augmented Reality Add Value to Print?. [online] Target Marketing. Available at: http://www. targetmarketingmag.com/article/can-augmented-reality-add-value-print/ [Accessed 2 Dec. 2015].

Donnelly, C. and Scaff, R. (2015). Who are the Millennial shoppers? And what do they really want? | Accenture Outlook. [online] Accenture.com. Available at: https://www.accenture.com/us-en/insight-outlook-who-are-millennial-shopperswhat-do-they-really-want-retail.aspx [Accessed 15 Oct. 2015].

Greenberg, K. (2010). Embracing Standards in Augmented Reality, Total Immersion Unveils First AR Logo. [online] Businesswire.com. Available at: http://www.businesswire.com/news/home/20100603005666/en/Embracing-Standards-Augmented-Reality-Total-Immersion-Unveils [Accessed 27 Nov. 2015].

Dunsby, M. (2014). Tech trends for 2015: The virtual fitting room. [online] Startups.co.uk. Available at: http://startups. co.uk/tech-trends-for-2015-the-virtual-fitting-room/ [Accessed 19 Nov. 2015]

Grewal, D., Levy, M., Krishnan, R. and Munger, J. (2006). Retailing in the 21st. century. Springer Berlin Heidelberg, pp.15-19.

Eliot, L. (2015). Invisible shopping centers? Retail’s new reality. [online] CNBC. Available at: http://www.cnbc. com/2015/04/24/retails-new-reality-four-ways-technology-can-boost-sales-commentary.html [Accessed 6 Oct. 2015].

Garage Magazine, (2013). Garage Magazine App. [online] Available at: http://garagemag.com/garage-magazine-app/ [Accessed 5 Dec. 2015].

Emarketer.com, (2014). Mobile Social Affects UK Millennials’ Path to Purchase. [online] Available at: http://www.emarketer.com/Article/Mobile-Social-Affects-UK-Millennials-Path-Purchase/1010540 [Accessed 20 Nov. 2015].

Hanna, B. (2010). CPG Marketing Trends: Augmented Reality is Taking Brand Marketing to the Next Dimension. [online] Cpgtrends.com. Available at: http://www.cpgtrends.com/2010/10/augmented-reality-taking-brand-marketing-to-the-next-dimension/ [Accessed 31 Nov. 2015].

Emarketer.com, (2015). UK Retail Ecommerce Sales to Reach Â£60 Billion This Year. [online] Available at: http://www. emarketer.com/Article/UK-Retail-Ecommerce-Sales-Reach-60-Billion-This-Year/1012963 [Accessed 21 Nov. 2015]. Emrich, T. (2015). A look at the AR Opportunity in China. [online] Aweasia.com. Available at: http://www.aweasia.com/ ar-in-china/ [Accessed 27 Nov. 2015]. Ernst & Young LLP, (2011). The digitisation of everything. [online] London, United Kingdom, pp.1-14. Available at: http://www.ey.com/Publication/vwLUAssets/The_digitisation_of_everything_-_How_organisations_must_adapt_to_ changing_consumer_behaviour/$FILE/EY_Digitisation_of_everything.pdf [Accessed 22 Nov. 2015]. Essex, B. (2015). Virtual Reality User Research: Q & A. [online] Blink UX - User Experience Consulting. Available at: https://blinkux.com/blog/virtual-reality-user-research/ [Accessed 19 Nov. 2015]. Eyugoblu, E. (2011). Augmented Reality As An Exciting Online Experience: Is It Really Beneficial For Brands. International Journal Of Social Science and Humanity Studies, [online] 3(1), pp.113-121. Available at: http://www.sobiad.org/ ejournals/journal_ijss/arhieves/2011_1/ezgi_eyuboglu.pdf [Accessed 23 Nov. 2015]. Fell, J. (2010). Magazines Dive Into Augmented Reality. [online] Forbes.com. Available at: http://www.forbes.com/sites/ bizblog/2010/08/23/magazines-dive-into-augmented-reality/ [Accessed 7 Oct. 2015]. Forster, N. (2006). The Impact of Emerging Technologies on Business, Industry, Commerce and Humanity during the 21st Century. Vision: The Journal of Business Perspective (10), 1-27. Franks, A. (2015). Has tech changed expectations of customer experience?. [online] Boxuk.com. Available at: https://www. boxuk.com/insight/blog-posts/technology-changed-expectations-customer-experience [Accessed 17 Nov. 2015]. Furht, B. (2011). Handbook of augmented reality. New York: Springer, pp. 21-22

Hu, N., Pavlou, P. and Zhang, J. (2009). Why Do Online Product Reviews Have a J-Shaped Distribution? Overcoming Biases in Online Word-of-Mouth Communication. SSRN Electronic Journal, 52(10), pp.144-147. Henn, M., Weinstein, M. and Foard, N. (2005). A short introduction to social research. London: SAGE, pp.118-119. Heuser, K. (2011). Nike Catch The Flash. [online] Kai Heuser / Creative Director. Available at: http://www.kaiheuser. com/nike-catch-the-flash/ [Accessed 28 Oct. 2015]. Hong, J. (2013). Considering privacy issues in the context of Google glass. Communications of the ACM, [online] 56(11), pp.10-11. Available at: http://dl.acm.org/citation.cfm?id=2524717&dl=ACM&coll=DL&CFID=735898617&CFTOKEN=50431898 [Accessed 23 Oct. 2015]. Hong, P. (2014). Consumers Want More Personalized Shopping Experiences. [online] momentology. Available at: http:// www.momentology.com/3362-70-of-consumers-want-more-personalized-shopping-experiences/ [Accessed 5 Nov. 2015]. Horton, C. (2014). How eCommerce, Augmented & Virtual Reality will Redefine the Retail Experience. [online] Engage.synecoretech.com. Available at: http://engage.synecoretech.com/marketing-technology-for-growth/bid/195834/ How-eCommerce-Augmented-Virtual-Reality-will-Redefine-the-Retail-Experience [Accessed 31 Nov. 2015]. Huang, W., Alem, L. and Livingston, M. (2013). Human factors in augmented reality environments. New York: Springer. IIIiano, D. (2013). Millennials â€” an interesting and influential demographic. [online] Experian Marketing Services. Available at: http://www.experian.com/blogs/marketing-forward/2013/03/05/millennials-an-interesting-and-influential-demographic/ [Accessed 20 Nov. 2015]. IKEA (2013). 2014 IKEA Catalogue Comes To Life with Augmented Reality - IKEA. [online] Available at: http://www. ikea.com/ca/en/about_ikea/newsitem/2014catalogue [Accessed 25 Oct. 2015].

Fogg, B.J. (2003), Persuasive Technology: Using Computers to Change What We Think and Do, Kaufmann Publishers, San Francisco, CA.

Internet Retailing, (2015). The Future of Augmented Reality (IRM52) - Internet Retailing. [online] Available at: http:// internetretailing.net/issue/internetretailing-magazine-may-2015-issue-52-irm52/the-future-of-augmented-reality-irm52/ [Accessed 30 Sep. 2015].

Gabriel, D. (2013). Inductive and deductive approaches to research | Dr Deborah Gabriel. [online] Deborahgabriel.com. Available at: http://deborahgabriel.com/2013/03/17/inductive-and-deductive-approaches-to-research/ [Accessed 7 Oct. 2015].

IBM, (n.d.). About IBM. [online] Available at: http://www.ibm.com/ibm/uk/en/?lnk=fai-maib-uken [Accessed 6 Dec. 2015].

Gaioshko, D. (2014). 10 ways how augmented reality can help retailers - Mobile Marketer - Columns. [online] Mobilemarketer.com. Available at: http://www.mobilemarketer.com/cms/opinion/columns/17075.html [Accessed 30 Sep. 2015].

Investopedia, (2003). Compound Annual Growth Rate (CAGR) Definition. [online] Available at: http://www.investopedia.com/terms/c/cagr.asp [Accessed 6 Dec. 2015].

Gaudiosi, J. (2015). Here’s a look at what is possible with Microsoft’s HoloLens. [online] Fortune. Available at: http://fortune.com/2015/06/26/microsoft-hololens-e3/ [Accessed 28 Nov. 2015].

Iyer, R., Sanjos Alexander, V. and Mahajan, A. (2014). Augmented Reality In Retail Industry. [online] Igate.com. Available at: http://www.igate.com/documents/11041/0/TC_Augmented_Reality_in_Retail_Industry.pdf/c0ac33df-e2cd4d8f-a605-57e8e023099a [Accessed 2 Nov. 2015].

Gaudiosi, J. (2015). How augmented reality and virtual reality will generate $150 billion in revenue by 2020. [online] Fortune. Available at: http://fortune.com/2015/04/25/augmented-reality-virtual-reality/ [Accessed 29 Nov. 2015].

Jackson, J. (2012). IBM to pitch augmented reality as a retail sales aid. [online] Computerworld. Available at: http://www. computerworld.com/article/2505271/data-center/ibm-to-pitch-augmented-reality-as-a-retail-sales-aid.html [Accessed 10 Nov. 2015].

Laan, T. (2014). Feasibility Study of Augmented Reality to Support Undergraduate Elevator Service Technician. [online] Benchmark Electronics, pp.12-26. Available at: http://essay.utwente.nl/66099/1/report_tjvanderlaan_24092014.pdf [Accessed 29 Nov. 2015].

Jin, O. and Yazdanifard, R. (2015). The Review of the Effectivity of the Augmented Reality Experiential Marketing Tool in Customer Engagement. Global Journal of Management and Business Research, [online] 15(8), pp.13-17. Available at: https://globaljournals.org/GJMBR_Volume15/3-The-Review-of-the-Effectivity.pdf [Accessed 5 Dec. 2015].

Lamantia, J. (2010). Playing Well with Others: Design Principles for Social Augmented Experiences :: UXmatters. [online] Uxmatters.com. Available at: http://www.uxmatters.com/mt/archives/2010/03/playing-well-with-others-design-principles-for-social-augmented-experiences.php [Accessed 19 Nov. 2015].

John, J. (2015). Mobile Augmented Reality (AR) Market in China 2015. [online] Onlineheraldnews.com. Available at: http://onlineheraldnews.com/mobile-augmented-reality-ar-market-in-china-2015-review-research-industry-analysis-trends-and-forecast-2019/ [Accessed 31 Nov. 2015].

Lu, Y. and Smith, S. (2007). Augmented Reality E-Commerce Assistant System: Trying While Shopping. Journal of Computing and Information Science in Engineering, [online] pp.643-652. Available at: http://link.springer.com/chapter/10.10 07%2F978-3-540-73107-8_72 [Accessed 4 Dec. 2015].

Jackson, E., (2012). Shopper marketing techs up; From Geo-Targeting To Augmented Reality Shopping Apps, Brands And Retailers Get Digital. Strategy, , pp. 18. Available at http://ezproxy.bcu.ac.uk:2073/docview/1458458244?pq-origsite=summon [Accessed 9 October 2015].

Lanz, L. and Andersen, S. (2015). Hospitality Upgrade | Augmented Reality: Your New Digital Marketing Experience. [online] Hospitality Upgrade. Available at: http://www.hospitalityupgrade.com/techTalk/Articles/Augmented-Reality-Your-New-Digital-Marketing-Experience/?k=digital%20marketing [Accessed 16 Oct. 2015].

Jakcson J., 2012. Saving Brick-and-Mortar Shopping. CIO, 25(15). Available at http://ezproxy.bcu.ac.uk:2073/ docview/1030437393?pq-origsite=summon [Accessed 9 October 2015].

Larkin, F. (2011). Advantages and disadvantages of Augmented Reality. [online] Behind the Spin. Available at: http:// www.behindthespin.com/features/advantages-disadvantages-of-augmented-reality [Accessed 28 Oct. 2015].

Juniperresearch, (2015). Mobile Augmented Reality Users to Approach 200 Million Globally by 2018. [online] Available at: http://www.juniperresearch.com/press-release/augmented-reality-pr1 [Accessed 2 Dec. 2015].

Layar, (2015). About | Layar. [online] Available at: https://www.layar.com/about/ [Accessed 27 Oct. 2015].

Juniperresearch.com, (2015). Enterprise Augmented Reality App Market to Reach $2.4bn in Revenues by 2019, Growing Tenfold from 2014. [online] Available at: http://www.juniperresearch.com/press/press-releases/enterprise-ar-app-revenues-reach-2-4bn-by-2019 [Accessed 21 Nov. 2015]. Kannaiah, D. and Shanthi, R. (2015). The Impact of Augmented Reality on E-commerce. Journal of Marketing and Consumer Research, [online] 8, pp.64-73. Available at: http://researchonline.jcu.edu.au/40291/ [Accessed 21 Nov. 2015]. Koller, D., Klinker, G., Rose, E., Breen, D., Whitaker, R. and Tuceryan, M. (1997). Real-time Vision-Based Camera Tracking f or Augmented Reality Applications. In Proceedings of the Symposium on Virtual Reality Software and Technology (VRST -97), [online] pp.87-94. Available at: http://vision.caltech.edu/koller/Papers/vrst-97.pdf [Accessed 28 Nov. 2015]. Karydes, M. (2014). Case Study: How Office Depot Used Augmented Reality to Shift Transactions into Interactions. [online] RetailerNow. Available at: http://www.retailernowmag.com/case-study-how-office-depot-used-augmented-reality-to-shift-transactions-into-interactions/ [Accessed 30 Nov. 2015]. Key, R. (2015). The Tomorrow Store. [online] Lsnglobal.com. Available at: https://www.lsnglobal.com/macro-trends/article/4595/the-tomorrow-store [Accessed 19 Nov. 2015]. Khati, M. and Toshniwal, P. (2012). https://www.capgemini.com/resources/all-channel-experience-engaging-with-technology-enabled-shoppers-in-store. Consumer Products and Retail, [online] pp.2-8. Available at: https://www.capgemini. com/resources/all-channel-experience-engaging-with-technology-enabled-shoppers-in-store [Accessed 2 Nov. 2015]. Kime, S. (2011). Engaging the Millennial, A Case for Augmented Reality - Luxury Society - Digital. [online] Luxurysociety.com. Available at: http://luxurysociety.com/articles/2011/02/engaging-the-millennial-a-case-for-augmented-reality [Accessed 2 Oct. 2015].

Law, M., Stewart, D., Letts, L., Pollock, N., Bosch, J., & Westmorland, M., (1998). Guidelines for Critical Review of Qualitative Studies. Available at http://www.usc.edu/hsc/ebnet/res/Guidelines.pdf [Accessed 17 October 2015]. Lee, I. (2013). Strategy, adoption, and competitive advantage of mobile services in the global economy. Hershey, Pa.: Information Science Reference, pp.166-168 Liang, S. (2015). Research Proposal on Reviewing Augmented Reality Applications for Supporting Ageing Population. Procedia Manufacturing, [online] 3, pp.219-226. Available at: http://www.sciencedirect.com/science/article/pii/ S235197891500133X [Accessed 5 Dec. 2015]. Liljenwall, R. (2004). The Power of Point of Purchase Advertising. Washington: POPAI, pp.149-152 Lindner, M. (2015). Global e-marketer set to grow 25% in 2015. [online] Internetretailer.com. Available at: https://www. internetretailer.com/2015/07/29/global-e-commerce-set-grow-25-2015 [Accessed 21 Nov. 2015]. Lsnglobal.com, (2015). Awakening Tech. [online] Available at: https://www.lsnglobal.com/trend-tracker-3/article/17488/ awakening-tech-1 [Accessed 6 Nov. 2015]. Ludicgroup.com, (2014). How Augmented Reality can add Value to Business Operations - @LudicOnline. [online] Available at: http://ludicgroup.com/online/article/how-augmented-reality-can-add-value-to-business-operations.html [Accessed 31 Sep. 2015]. Macgougan, P. (2015). What is the Future of Augmented Reality (AR) on Mobile?. [online] Go-mashmobile.com. Available at: http://go-mashmobile.com/technology-2/news-technology-2/what-is-the-future-of-augmented-reality-ar-on-mobile-8045/ [Accessed 29 Nov. 2015].

Korolov, M. (2015). 75% of top brands have VR projects. [online] Hypergridbusiness.com. Available at: http://www.hypergridbusiness.com/2015/10/75-of-top-brands-have-vr-projects/ [Accessed 29 Nov. 2015].

Mackay, W. (1998). Augmented Reality: Linking real and virtual worlds A new paradigm for interacting with computers. Proceeding AVI â&#x20AC;&#x2DC;98 Proceedings of the working conference on Advanced visual interfaces, [online] pp.13-21. Available at: http://dl.acm.org/citation.cfm?id=948498 [Accessed 24 Oct. 2015].

Kramer, A. (2011). The Virtual Fitting Room. [online] strategy+business. Available at: http://www.strategy-business.com/ article/00073?gko=790d3 [Accessed 7 Nov. 2015].

Mahajan, A. (2015). How Augmented Reality Is Shaping the Future of Retail. [online] Igate.com. Available at: http:// www.igate.com/iblog/index.php/how-augmented-reality-is-shaping-the-future-of-retail/ [Accessed 26 Nov. 2015].

Krueger, R. and Casey, M. (2000). Focus groups. Thousand Oaks, Calif.: Sage Publications.

Mahomedy, Z. (2015). Virtual and Augmented Reality Marketing trends. [online] Immersive Authority. Available at: http://www.immersiveauthority.com/virtual-and-augmented-reality-marketing-trends/ [Accessed 28 Nov. 2015].

Kipper, G. and Rampolla, J. (2012). Augmented reality. Waltham, MA: Syngress.

Mahony, S. (2015). A Proposed Model for the Approach to Augmented Reality Deployment in Marketing Communications. Procedia - Social and Behavioral Sciences, [online] 175, pp.227-235. Available at: http://www.sciencedirect.com/ science/article/pii/S1877042815012550 [Accessed 19 Nov. 2015].

Moore, M. (2012). Interactive media usage among millennial consumers. Journal of Consumer Marketing, [online] 29(6), pp.436-444. Available at: http://www.emeraldinsight.com/doi/abs/10.1108/07363761211259241?journalCode=jcm [Accessed 22 Nov. 2015].

Malin, B. (2014). Feeling Mediated: A History of Media Technology and Emotion in America. United States: New York University.

NicolÃ¡s, I. (2012). Augmented Reality and Its Possibilities For E-Commerce. [online] pp.2-6. Available at: http://www. emarketservices.com/start/Knowledge/E-business-Issues/Strategic-Issues/prod/Augmented-reality-and-its-possibilities-for-eCommerce__2053.html?xz=0&cc=1&ci=2053 [Accessed 21 Nov. 2015].

Maltoni, V. (2014). How Technology is Affecting the Retail Industry. [online] Linkedin. Available at: https://www.linkedin.com/pulse/20140429120853-1993563-how-technology-is-affecting-the-retail-industry [Accessed 24 Nov. 2015]. Marceux, P. (2015). Q&A: Augmented Reality and its Prospects. [online] Euromonitor International Blog. Available at: http://blog.euromonitor.com/2015/06/qa-augmented-reality-and-its-prospects.html [Accessed 3 Nov. 2015].

Nielsen, M. (2015). Augmented Reality and its Impact on the Internet, Security, and Privacy |. [online] Standardsinsight. com. Available at: http://standardsinsight.com/ieee_company_detail/augmented-reality-and-its-impact-on-the-internet-security-and-privacy [Accessed 31 Nov. 2015].

Marsh, P. and Johnson, E. (2014). #GenerationTech: Millennials & Technology. [online] Annalect. Available at: http:// www.annalect.com/generationtech-millennials-technology/ [Accessed 2 Oct. 2015].

Nielsen.com, (2015). Age of Technology: Generational Video Viewing Preferences Vary By Device and Activity. [online] Available at: http://www.nielsen.com/us/en/insights/news/2015/age-of-technology-generational-video-viewing-preferences-vary-by-device-and-activity.html [Accessed 15 Oct. 2015].

Milgram P, Kishino F (1994) A taxonomy of mixed reality visual displays. IEICE Trans Inf Syst E77-D(12):1321–1329, Available at http://cs.gmu.edu/~zduric/cs499/Readings/r76JBo-Milgram_IEICE_1994.pdf [Accessed 12 Oct. 2015].

Ogden, H. (2015). Augmented Reality: Believe The HypeÂ (Cycle). [online] TechCrunch. Available at: http://techcrunch.com/2015/11/01/augmented-reality-believe-the-hype-cycle/#.wcuszax:rEaE [Accessed 29 Nov. 2015].

Mirzaee, A. (2014). 3 Types of Survey Research, When to Use Them, and How they Can Benefit Your Organization! - FluidSurveys. [online] FluidSurveys. Available at: http://fluidsurveys.com/university/3-types-survey-research-use-can-benefit-organization/ [Accessed 14 Oct. 2015].

Olenski, S. (2013). How Retail Brands Are Using Technology To Provide Added Value To Consumers. [online] Forbes. com. Available at: http://www.forbes.com/sites/steveolenski/2013/11/25/how-retail-brands-are-using-technology-to-provide-added-value-to-consumers/ [Accessed 2 Nov. 2015].

Martinez, H., Skournetou, D., Hyppola, J., Laukkanen, S. and Heikkila, A. (2014). Drivers and Bottlenecks in the Adoption of Augmented Reality Applications. JMTA, [online] 1, pp.27-44. Available at: http://jmta.avestia.com/2014/004. html.

Olsson, T., Lagerstam, E., Karkkainen, T. and Vaananen-Vainio-Mattila, K. (2011). Expected user experience of mobile augmented reality services: a user study in the context of shopping centres. Pers Ubiquit Comput, 17(2), pp.287-304.

Marxentlabs.com, (2014). Augmented Reality Retail Apps - Video Demos. [online] Available at: http://www.marxentlabs. com/ar-video-examples/retail/ [Accessed 2 Dec. 2015]. Masaracchia Roberts, S. (2014). What is AR Anyway?. [online] RetailerNow. Available at: http://www.retailernowmag. com/what-is-ar-anyway/ [Accessed 7 Oct. 2015]. McClelland, D. (2012). Augmented Reality: Ready to get Real? - Inspect-a-Gadget. [online] Computerweekly.com. Available at: http://www.computerweekly.com/blogs/inspect-a-gadget/2012/05/augmented-reality-ready-to-get-real-1.html [Accessed 28 Oct. 2015]. Milgram, P. and Colquhoun, H. (1999). A Taxonomy of Real and Virtual World Display Integration. [online] Available at: http://www.researchgate.net/publication/263085124_ISMRpaper [Accessed 12 Oct. 2015]. Mintel.com, (2014). Top of the online shops: online fashion clicks with 70% of Brits | Mintel.com. [online] Available at: http://www.mintel.com/press-centre/retail-press-centre/top-of-the-online-shops-online-fashion-clicks-with-70-of-brits [Accessed 6 Nov. 2015]. Mintel, (2013). Researching and Buying Technology Products. [online] Available at: http://reports.mintel.com/sinatra/ oxygen/list/id=638110&type=All#0_0___page_RCItem=0__page_NSItem=0__page_CItemCompany=0 [Accessed 14 Nov. 2015]. Mitra, A. (2014). Augmented Reality’s Next Frontier Is Real-World Search. [online] WIRED. Available at: http://www. wired.com/2014/06/well-soon-be-researching-3-d-objects-just-by-looking-at-them/ [Accessed 2 Dec. 2015]. Mobile Computing and Wireless Networks: Concepts, Methodologies, Tools, and Applications. (2015). United States: Information Scienece Reference. Mohring, M., Lessig, C. and Bimber, O. (2004). Video See-Through AR on Consumer Cell-Phones. Mixed and Augmented Reality, 2004. ISMAR 2004, [online] pp.252-253. Available at: http://ezproxy.bcu.ac.uk:2146/xpls/abs_all.jsp?arnumber=1383062&tag=1 [Accessed 9 Nov. 2015].

Paul, J. (2012). Generation tech demands digi-retail; From social networking to augmented reality, kids have an unprecedented level of digital know-how, and they’re demanding the same of retailers. Here’s how a few brands are answering the call. Strategy, , pp. 30. Available at http://ezproxy.bcu.ac.uk:2073/docview/1458458551?pq-origsite=summon [Accessed 01 Oct. 2015]. Papp, R., (2011). Virtual worlds and social networking: reaching the millennials. Journal of Technology Research, 2, pp. 1-15. Available at http://ezproxy.bcu.ac.uk:2073/docview/887908154?pq-origsite=summon Parasuraman, A., Grewal, D. and Krishnan, R. (2006). Marketing Research. 2nd ed. New York: Houghton Mifflin Company. Pixelventure, (n.d.). M-Commerce. [online] Available at: http://pixelventure.com/site/services/m-commerce [Accessed 31 Nov. 2015]. Paul, J. (2012). Generation tech demands digi-retail. [online] strategy. Available at: http://strategyonline.ca/2012/03/30/ generation-tech-demands-digi-retail/ [Accessed 27 Oct. 2015]. Price, A. (2013). The retail trends for 2014: It’s all about personalisation. [online] MyCustomer. Available at: http://www. mycustomer.com/selling/sales-performance/the-retail-trends-for-2014-its-all-about-personalisation [Accessed 20 Nov. 2015]. PWC, (2015). Retailing 2015: New Frontiers. [online] Available at: https://www.pwc.com/cl/es/publicaciones/assets/ retailing2015.pdf [Accessed 5 Nov. 2015]. Rajagopal, and Castano, R. (2015). Understanding consumer behavior and consumption experience. Hershey : Business Science Reference. Razorfish, (2014). Digital Dopamine - 2015 Global Digital Marketing Report. [online] pp.4-31. Available at: http://www. razorfish.com/binaries/content/assets/ideas/digitaldopamine.pdf [Accessed 24 Oct. 2015]. Randall, G. (2015). Fashion ecommerce: are virtual fitting rooms the silver bullet?. [online] Econsultancy. Available at: https://econsultancy.com/blog/66058-fashion-ecommerce-are-virtual-fitting-rooms-the-silver-bullet/ [Accessed 19 Nov. 2015].

Ryokai, K. and Agogino, A. (2013). Off the Paved Paths. International Journal of Mobile Human Computer Interaction, 5(2), pp.21-49. Renko, S. and Druzijanic, M. (2014). Perceived usefulness of innovative technology in retailing: Consumers×³ and retailers×³ point of view. Journal of Retailing and Consumer Services, [online] 21(5), pp.836-843. Available at: http://www. sciencedirect.com/science/article/pii/S0969698914000289 [Accessed 3 Nov. 2015].

Smartech publishing, (2013). Google Glass Heralds a New Era for the Augmented Reality Business. [online] Available at: http://smartechpublishing.com/news/smartech-publishing-report-says-google-glass-heralds-a-new-era-for-the-augm [Accessed 27 Nov. 2015]. Smith, A. (2010). 5 Benefits of Augmented Reality Marketing. [online] Social Media Today. Available at: http://www. socialmediatoday.com/content/5-benefits-augmented-reality-marketing [Accessed 1 Nov. 2015].

Renna, J. (2015). Augmented Reality for Retailers in Furniture and Interior Design. [online] Binocular. Available at: https://binocular.io/insights/augmented-reality-for-retailers-in-furniture-and-interior-design [Accessed 25 Nov. 2015].

Souppouris, A. (2013). IKEA app projects virtual furniture into your living room. [online] The Verge. Available at: http:// www.theverge.com/2013/8/9/4604816/ikea-catalog-augmented-reality-2014 [Accessed 25 Oct. 2015].

Research Methodology, (n.d.). Inductive Approach - Research Methodology. [online] Available at: http://research-methodology.net/research-methodology/research-approach/inductive-approach-2/ [Accessed 14 Oct. 2015].

Spiceworks.com, (n.d.). What is Augmented Reality and Will It Impact Marketing?. [online] Available at: http://www. spiceworks.com/marketing/augmented-reality-will-it-impact-marketing/ [Accessed 6 Nov. 2015].

Research.ibm.com, (n.d.). IBM Research: Augmented reality makes shopping more personal. [online] Available at: https:// www.research.ibm.com/articles/augmented-reality.shtml [Accessed 9 Oct. 2015].

Statista, (2013). “IKEA Catalog” apps downloaded worldwide 2011-2013 | Statistic. [online] Available at: http://www. statista.com/statistics/291519/number-of-ikea-apps-downloaded-worldwide/ [Accessed 25 Oct. 2015].

Retailtechnology.co.uk, (2015). Report sees rapid Internet of Things growth. [online] Available at: http://www.retailtechnology.co.uk/news/5757/report-sees-rapid-internet-of-things-growth/ [Accessed 18 Nov. 2015].

Statista, (2013). Global mobile augmented reality market size 2013-2018. [online] Available at: http://www.statista.com/ statistics/282453/mobile-augmented-reality-market-size/ [Accessed 30 Nov. 2015].

Rohan, (2015). Augmented Reality Market Worth 56.8 Billion USD by 2020. [online] Prnewswire.com. Available at: http://www.prnewswire.com/news-releases/augmented-reality-market-worth-568-billion-usd-by-2020-541632481.html [Accessed 29 Nov. 2015].

Steele, C. (2013). A look at the darker side of Google Glass | ITProPortal.com. [online] ITProPortal. Available at: http:// www.itproportal.com/2013/04/06/a-look-at-the-darker-side-of-google-glass/ [Accessed 22 Oct. 2015].

Ricknas, M. (2011). Augmented reality apps draw interest. [online] PCWorld. Available at: http://www.pcworld.com/article/2011285/augmented-reality-apps-draw-interest.html [Accessed 2 Dec. 2015]. Ross, C. and Heden, S. (2015). Young consumers continually switch digital media. [online] Lsnglobal.com. Available at: https://www.lsnglobal.com/behaviours/article/5864/young-consumers-continually-switch-digital-media [Accessed 21 Nov. 2015]. Research and Markets; Mobile Commerce in Virtual and Augmented Reality. 2012. Marketing Weekly News, , pp. 372. Available at http://ezproxy.bcu.ac.uk:2073/docview/1034709343/abstract?accountid=10749 [Accessed 06 Oct. 2015]. Sawers, P. (2011). Augmented Reality: Past, Present and Future - TNW Industry. [online] The Next Web. Available at: http://thenextweb.com/insider/2011/07/03/augmented-reality-the-past-present-and-future/ [Accessed 16 Oct. 2015]. Schiller, K., 2009. Augmented Reality Comes to Market. Information Today, 26(11), pp. 1-46. Available at http://ezproxy. bcu.ac.uk:2073/docview/214836862?pq-origsite=summon [Accessed 12 Oct. 2015].

Strategyr.com, (2015). Mobile Augmented Reality (MAR) Market Trends. [online] Available at: http://www.strategyr. com/MarketResearch/Mobile_Augmented_Reality_MAR_Market_Trends.asp [Accessed 9 Nov. 2015]. Sung, D. (2011). The history of augmented reality - Pocket-lint. [online] Pocket-lint.com. Available at: http://www.pocket-lint.com/news/108888-the-history-of-augmented-reality [Accessed 16 Oct. 2015]. Sweeney, R. (2006). Millennial Behaviors & Demographics. [online] pp.1-10. Available at: https://certi.mst.edu/media/ administrative/certi/documents/Article-Millennial-Behaviors.pdf [Accessed 22 Nov. 2015]. Saunders, M., Lewis, P. and Thornhill, A. (2012). Research methods for business students. 6th ed. Harlow, England: Prentice Hall, pp.70-411. Taylor, P. (2012). Advertisers embrace augmented reality. [online] Financial Times. Available at: http://app.ft.com/cms/ s/07dc8dc4-b3f1-11e1-a3db-00144feabdc0.html [Accessed 15 Nov. 2015].

Schifferstein, H. and Hekkert, P. (2008). Product experience. San Diego, CA: Elsevier, pp.155-156.

Tech Times, (2014). Augmented Reality vs. Virtual Reality: What are the differences and similarities?. [online] Available at: http://www.techtimes.com/articles/5078/20140406/augmented-reality-vs-virtual-reality-what-are-the-differences-and-similarities.htm [Accessed 3 Oct. 2015].

Schwartz, A. (2011). Augmenting Purchase Intent: An Empirical Study on the Effects of Utilizing Augmented Reality in Online Shopping. SSRN Electronic Journal, [online] pp.3-32. Available at: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1858976 [Accessed 19 Nov. 2015].

Technavio, (2015). Augmented Reality is here, and ready to Take Over the Japanese Market. [online] Available at: http:// www.technavio.com/blog/augmented-reality-is-here-and-ready-to-take-over-the-japanese-market [Accessed 31 Nov. 2015].

Saunders, M., Lewis, P. and Thornhill, A. (2009). Research methods for business students. 5th ed. Harlow, England: Prentice Hall, pp.343-347.

Terdiman, D. (2015). Q&A With HoloLens Pioneers Object Theory. [online] Fast Company. Available at: http://www. fastcompany.com/3048435/qa-with-hololens-pioneers-object-theory#3 [Accessed 29 Nov. 2015].

Singh, B. (2015). Taking eCommerce to the Next Level with Augmented Reality. [online] iamwire. Available at: http:// www.iamwire.com/2015/03/ecommerce-level-augmented-reality/112915 [Accessed 20 Nov. 2015].

Thau, B. (2013). Changing of the Guard: The Millennials. [online] Chainstoreage.com. Available at: http://www.chainstoreage.com/article/changing-guard-millennials-0 [Accessed 24 Nov. 2015].

Singh, P. and Pandey, M. (2014). Augmented Reality Advertising: An Impactful Platform for New Age Consumer Engagement. IOSR Journal of Business and Management, [online] 16(2), pp.24-28. Available at: http://iosrjournals.org/iosrjbm/papers/Vol16-issue2/Version-2/E016222428.pdf [Accessed 4 Nov. 2015].

Tiwari, R. (2015). Mobile Augmented Reality Market to See 96% CAGR to 2019. [online] Prnewswire.com. Available at: http://www.prnewswire.com/news-releases/mobile-augmented-reality-market-to-see-96-cagr-to-2019-509279101.html [Accessed 30 Nov. 2015].

Skeldon, P. (2015). UK m-commerce spend to grow by 77.8% to Â£14.95 billion in 2015, outstripping the rest of the world - Internet Retailing. [online] Internet Retailing. Available at: http://internetretailing.net/2015/02/uk-m-commerce-spendto-grow-by-77-8-to-14-95-billion-in-2015-outstripping-the-rest-of-the-world/ [Accessed 21 Nov. 2015].

Tmcnet, (2015). Aurasma Reveals Rapid Growth As Augmented Reality (AR) Market Accelerates. [online] Available at: http://www.tmcnet.com/usubmit/2015/06/09/8202687.htm [Accessed 30 Nov. 2015].

Tode, C. (2012). Walmart exec: Augmented reality provides unique social interactions. [online] Mobilecommercedaily. com. Available at: http://www.mobilecommercedaily.com/walmart-exec-augmented-reality-provides-unique-social-interactions [Accessed 25 Nov. 2015]. Tractica, (2015). Mobile Augmented Reality App Downloads to Reach 1.2 Billion Annually by 2019. [online] Available at: https://www.tractica.com/newsroom/press-releases/mobile-augmented-reality-app-downloads-to-reach-1-2-billion-annually-by-2019/ [Accessed 30 Nov. 2015].

IBM (n.d.). investigates shoppers omnichannel expectations. [online] Available at: http://www-935.ibm.com/services/us/ gbs/thoughtleadership/greaterexpectations/ [Accessed 25 Oct. 2015]. Xcube LABS, (2013). Augmented Reality Apps: The future is real + virtual. [online] Available at: http://www.xcubelabs. com/our-blog/enterprise-mobility/augmented-reality-apps-the-future-is-real-virtual/ [Accessed 23 Nov. 2015].

Trotter, C. (2013). The Future of Retail according to Jonathan Chippindale, Holition. [online] Insider Trends. Available at: http://insider-trends.com/future-of-retail-augmented-reality-holograms-holition-retail-tech/ [Accessed 2 Nov. 2015].

Yusoff, Z. and Dahlan, H. (2013). Mobile based Learning: An Integrated Framework to Support Learning Engagement through Augmented Reality Environment. 3 rd International Conference on Research and Innovation in Information Systems â€“ 2013, [online] pp.251 - 256. Available at: http://ezproxy.bcu.ac.uk:2146/stamp/stamp.jsp?tp=&arnumber=6716718&tag=1 [Accessed 1 Oct. 2015].

Turi, J. (2014). The sights and scents of the Sensorama Simulator. [online] Engadget. Available at: http://www.engadget. com/2014/02/16/morton-heiligs-sensorama-simulator/ [Accessed 4 Dec. 2015].

Zesty, S. (2011). Nike’s AR Running Campaign Adds Real World Twist. [online] Simply Zesty. Available at: https://www. simplyzesty.com/blog/article/december-2011/nike-s-ar-running-campaign-adds-real-world-twist [Accessed 28 Oct. 2015].

Varadarajan, R., Srinivasan, R., Vadakkepatt, G., Yadav, M., Pavlou, P., Krishnamurthy, S. and Krause, T. (2010). Interactive Technologies and Retailing Strategy: A Review, Conceptual Framework and Future Research Directions. Journal of Interactive Marketing, [online] 24(2), pp.96-110. Available at: http://www.sciencedirect.com/science/article/pii/ S1094996810000150 [Accessed 5 Dec. 2015]. Vong, K. (2012). How Brands are Using Augmented Reality in Marketing to Engage Customers - TREND HUNTER PRO. [online] Trendreports.com. Available at: http://www.trendreports.com/article/augmented-reality-in-marketing [Accessed 31 Sep. 2015]. Walker, D. (2015). Retail challenge. [online] Lsnglobal.com. Available at: https://www.lsnglobal.com/behaviours/article/18168/retail-challenge [Accessed 21 Nov. 2015]. Waracle, (2013). How Google Glass will change mobile forever | Waracle. [online] Available at: http://waracle.net/googleglass-will-change-mobile-forever/ [Accessed 14 Oct. 2015]. Wassom, B. (2014). Augmented reality law, privacy, and ethics. Elsevier Inc, pp. 100-102 Wearespectre.com, (2015). How Augmented Reality can generate Mobile Commerce : We Are Spectre | Augmented Reality | 3D Animation & CGI | Digital Experiences. [online] Available at: http://www.wearespectre.com/blog/how-arcan-generate-mobile-commerce [Accessed 20 Oct. 2015]. Whisbi.com, (2015). Augmented reality in retail: enriching the real world. [online] Available at: http://www.whisbi.com/ info/omnichannel/solution/retail/in-store/augmented.html [Accessed 26 Nov. 2015]. Williams, R. (2015). Microsoft HoloLens augmented reality headset launched. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/technology/microsoft/11361509/Microsoft-HoloLens-augmented-reality-headset-launched. html [Accessed 28 Nov. 2015]. Wilson, B. (2014). How Augmented Reality can Redefine the Future of Retail & Commerce?. [online] Augmented Reality Trends. Available at: http://www.augmentedrealitytrends.com/augmented-reality/retail-commerce.html [Accessed 21 Nov. 2015]. Wilson, S. (2015). Augmented and Virtual Reality Devices to Become a $4 Billion-Plus Business in Three Years. [online] Ccsinsight.com. Available at: http://www.ccsinsight.com/press/company-news/2251-augmented-and-virtual-reality-devices-to-become-a-4-billion-plus-business-in-three-years [Accessed 17 Oct. 2015]. Woollaston, V. (2015). Video reveals how HoloLens lets doctors get under the skin of patients. [online] Mail Online. Available at: http://www.dailymail.co.uk/sciencetech/article-3156192/Watch-Microsoft-HoloLens-unwrap-human-body-Video-reveals-augmented-reality-headset-lets-doctors-patient-s-skin.html [Accessed 16 Oct. 2015]. Workman, R. (2013). What is a Hologram?. [online] LiveScience.com. Available at: http://www.livescience. com/34652-hologram.html [Accessed 4 Dec. 2015].

Image References

Demodern Digitalagentur, (2015). Nike Community Wall. [online] Available at: http://demodern.com/projects/nike-community-wall [Accessed 13 Dec. 2015]. Demodern Digitalagentur, (2015). Nike Digital Retail Experience. [online] Available at: http://demodern.de/projekte/nike-digital-retail-experience [Accessed 9 Dec. 2015].

123hdwallpapers.com, (n.d.). HD Geometry line wallpapers. [online] Available at: http://123hdwallpapers.com/digital-art-simple-white-background-abstract-3d-triangle-geometry-lines.html#.VnGIz7-IXMh [Accessed 8 Dec. 2015].

Dezeen, (2014). “Immersive virtual world” by Gareth Pugh and Inition at Selfridges. [online] Available at: http://www.dezeen. com/2014/01/11/immersive-virtual-world-by-gareth-pugh-and-inition-installed-at-selfridges/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+dezeen+%28Dezeenfeed%29 [Accessed 13 Dec. 2015].

Absoluteleisure.tumblr.com, (2015). illusion. [online] Available at: http://absoluteleisure.tumblr.com/post/89890738165 [Accessed 13 Dec. 2015].

Drhu.eu, (2012). mixed reality. [online] Available at: http://www.drhu.eu/tag/mixed-reality/ [Accessed 14 Dec. 2015].

Alfa-img.com, (2015). Projection Photography Art. [online] Available at: http://alfa-img.com/show/projection-photography-art.html [Accessed 11 Dec. 2015].

Ferrillo, A. (2015). Augmented Reality Photography. [online] Behance.net. Available at: https://www.behance.net/gallery/18562741/ Augmented-Reality [Accessed 14 Dec. 2015].

Artworksjournal.com, (n.d.). â€˜Ghostlyâ€™ images that meld business and the artsâ€¦. [online] Available at: http://artworksjournal. com/ghostly-images-that-meld-business-and-the-arts/ [Accessed 9 Dec. 2015].

Fluorescentblack, (n.d.). My work. [online] Available at: http://fluorescentblack.co.uk/post/93575554640 [Accessed 14 Dec. 2015]. Fujimoto, S. (2015). Tree V museum in london. [online] Pinterest. Available at: https://www.pinterest.com/ pin/59954238759578300/ [Accessed 13 Dec. 2015].

Backhus, J. (2015). Dancer Bends Light in Stunning Projection-Mapped Performance. [online] The Creators Project. Available at: http://thecreatorsproject.vice.com/blog/dancer-bends-light-in-stunning-projection-mapped-performance?utm_source=tcpfbus [Accessed 13 Dec. 2015]. Baldwin, D. (2015). Glitched Photography. [online] HUNGER TV. Available at: http://www.hungertv.com/gallery/63353/1/5/slideshow/ [Accessed 10 Dec. 2015].

Google.co.uk, (2014). Millennials. [online] Available at: https://www.google.co.uk/imgres?imgurl=http://i.huffpost.com/ gen/1533644/images/o-MILLENNIALS-facebook.jpg&imgrefurl=http://www.huffingtonpost.com/karin-agness/treat-millennials-as-adul_b_4494684.html&h=1000&w=2000&tbnid=xN0IwYUHR3MPaM:&docid=QaLz_2b8EUnE6M&ei=YdZqVtWqM8X2aJO9m7AK&tbm=isch&ved=0ahUKEwiV39mt-9PJAhVFOxoKHZPeBqYQMwgmKAcwBw [Accessed 15 Dec. 2015].

Bartholl, A. (2015). Light installation. [online] Datenform. Available at: http://www.datenform.de/016.html [Accessed 13 Dec. 2015].

Gormley, A. (2015). Breathing Room. [online] Antonygormley. Available at: http://www.antonygormley.com/sculpture/item-view/ id/252#p9 [Accessed 13 Dec. 2015].

Beer, J. (2013). An Artist Envisions, And Perhaps Shapes, Our Augmented, Branded Future Reality. [online] Co.Create. Available at: http://www.fastcocreate.com/3021662/an-artist-envisions-our-augmented-branded-future-reality [Accessed 10 Dec. 2015].

Gyorgy, P. (2013). Museum â€“ A House for Learning. [online] Behance.net. Available at: https://www.behance.net/gallery/8382789/Museum-A-House-for-Learning-by-Pter-Gyoergy [Accessed 12 Dec. 2015].

Behance.net, (2013). Don’t Generalize My Generation. [online] Available at: https://www.behance.net/gallery/10935639/Dont-Generalize-My-Generation [Accessed 15 Dec. 2015].

Holition.com, (2015). Alexander McQueen - LCF. [online] Available at: http://www.holition.com/portfolio/london-college-of-fashion-alexander-mcqueen [Accessed 12 Dec. 2015].

Behance.net, (2013). GRAFFITI SITE SPECIFIC / Anamorph. [online] Available at: https://www.behance.net/gallery/10087227/ GRAFFITI-SITE-SPECIFIC-Anamorph [Accessed 11 Dec. 2015].

Ikea.com, (2015). The IKEA Catalogue 2016. [online] Available at: http://www.ikea.com/ms/en_HK/virtual_catalogue/online_catalogues.html [Accessed 10 Dec. 2015].

Behance.net, (2014). Essentials. [online] Available at: https://www.behance.net/gallery/13647949/MTV-MTV-Essentials [Accessed 11 Dec. 2015].

Kelley McClellan, (2014). CPG Consumer Promotion - Wine Category, Retail Grocery Channel. [online] Available at: https://kelleymcclellan.wordpress.com/portfolio/bonterra-vineyards-ar-mobile-app/ [Accessed 10 Dec. 2015].

Behance.net, (2014). Morphing. [online] Available at: https://www.behance.net/gallery/18388939/Morphing [Accessed 14 Dec. 2015].

momentology, (2014). 70% Of Consumers Want More Personalized Shopping Experiences. [online] Available at: http://www.momentology.com/3362-70-of-consumers-want-more-personalized-shopping-experiences/ [Accessed 14 Dec. 2015].

Behance.net, (2015). BIâ€”POLARITY. [online] Available at: https://www.behance.net/gallery/BIPOLARITY/2702811 [Accessed 14 Dec. 2015].

Patrascu, D. (2010). VW Personnel Trained in Augmented Reality. [online] autoevolution. Available at: http://www.autoevolution. com/news/vw-personnel-trained-in-augmented-reality-27149.html [Accessed 9 Dec. 2015].

Behance.net, (2015). Interactive Ipad Magazine. [online] Available at: https://www.behance.net/gallery/30973397/iPress-Interactive-Magazine-Demo [Accessed 4 Dec. 2015].

Pinterest.com, (2015). Art Work. [online] Available at: https://www.pinterest.com/pin/228979962278704319/ [Accessed 10 Dec. 2015].

Behance.net, (n.d.). MacBook and Coffee. [online] Available at: https://www.behance.net/gallery/22643675/illjustracija-MacBook-and-Coffee [Accessed 12 Dec. 2015].

Pinterest.com, (2015). Ernesto Artillos. [online] Available at: https://www.pinterest.com/pin/562316703451348578/ [Accessed 10 Dec. 2015].

Best Window Displays, (2014). TOPSHOP ‘Virtual Reality’ London Fashion Week Window Display - Best Window Displays. [online] Available at: http://thebwd.com/topshop-virtual-reality-london-fashion-week-window-display/ [Accessed 8 Dec. 2015].

Pinterest.com, (2015). MY TUMâ€”BLR IS BETâ€”TER THAN YOURS. [online] Available at: https://www.pinterest.com/ pin/128071183130602566/ [Accessed 10 Dec. 2015].

Blackaddersbusinesslegalnews.com, (2015). Managing Your Millennials. [online] Available at: http://blackaddersbusinesslegalnews. com/2015/07/ [Accessed 10 Dec. 2015].

Pinterest.com, (n.d.). Interactive installations art. [online] Available at: https://www.pinterest.com/cheneytw/interactive-installations-art/ [Accessed 9 Dec. 2015].

Boxall, A. (2015). This VR headset is your backstage pass to a top fashion show. [online] Digital Trends. Available at: http://www. digitaltrends.com/mobile/dior-eyes-vr-fashion-show-headset-news/#/4 [Accessed 9 Dec. 2015].

Results.epica-awards.com, (2012). Nike ‘Catch The Flash’. [online] Available at: http://results.epica-awards.com/2012/24-02719-MI. html [Accessed 15 Dec. 2015].

Carlson, Feed, and designboom, (2015). GARAGE models develop a virtual life of their own. [online] Everythingaboutdesign.com. Available at: http://everythingaboutdesign.com/2015/02/13/garage-models-develop-a-virtual-life-of-their-own/ [Accessed 16 Dec. 2015].

Rodgers, T. (2013). The Adaptive Storefront Prototype. [online] PSFK. Available at: http://www.psfk.com/2013/11/tim-rodgers-adaptive-storefront-concept.html [Accessed 13 Dec. 2015].

Salcini, M. (2014). MINOREDITRE. [online] Behance.net. Available at: https://www.behance.net/gallery/20483311/MINOREDITRE [Accessed 16 Dec. 2015].

Shabana, I. (2013). Vent Branding. [online] Behance.net. Available at: https://www.behance.net/gallery/13358259/VENT-Branding [Accessed 11 Dec. 2015]. Sherman, K. (2015). Artist Blends Augmented Reality With Real-World Scenarios For Kickstarted Video Series. [online] The Creators Project. Available at: http://thecreatorsproject.vice.com/blog/artist-kickstarts-augmented-reality-video-series [Accessed 13 Dec. 2015]. Stylebubble.co.uk, (2014). Topshopâ&#x20AC;&#x2122;s Virtual Reality. [online] Available at: http://stylebubble.co.uk/style_bubble/2014/02/topshops-virtual-reality.html [Accessed 8 Dec. 2015]. Tractica.com, (2015). Mobile Augmented Reality App Downloads. [online] Available at: https://www.tractica.com/newsroom/ press-releases/mobile-augmented-reality-app-downloads-to-reach-1-2-billion-annually-by-2019/ [Accessed 10 Dec. 2015]. Tudisco, A. (2015). PORTRAITS. [online] Behance.net. Available at: https://www.behance.net/gallery/31377511/PORTRAITS [Accessed 12 Dec. 2015]. Tumblr.com, (n.d.). 3d mapping. [online] Available at: https://www.tumblr.com/search/3d%20mapping [Accessed 10 Dec. 2015]. Tweedie, S. (2013). Ikeaâ&#x20AC;&#x2122;s Augmented Reality Catalog Lets You Virtually Demo Its Furniture In Your Living Room. [online] Business Insider. Available at: http://www.businessinsider.com/ikeas-2014-augmented-reality-catalog-2013-8?IR=T [Accessed 10 Dec. 2015].

Bibliography Craig, A. (2013). Understanding Augmented Reality : Concepts and Applications. Oxford, United Kingdom: Elsevier Science and Technology. Cawood, S. and Fiala, M. (2007). Augmented reality. Raleigh, N.C.: Pragmatic Bookshelf. Creswell, J. (2003). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 2nd ed. Thousand Oaks, California: SAGE Publications. Haller, M., Billinghurst, M. and Thomas, B. (2007). Emerging technologies of augmented reality. Hershey: Idea Group Pub. Krafft, M. and Mantrala, M. (2006). Retailing in the 21st century. Berlin: Springer. Mallem, M. (2010). Augmented Reality: Issues, Trends and Challenges. 2010 2nd International Conference on Image Processing Theory, Tools and Applications (IPTA) Mixedrealitystudio.com, (2015). Mixed Reality & Augmented Reality Blog.

Unisa.edu.au, (2015). Enhance grocery shopping experience. [online] Available at: http://www.unisa.edu.au/Global/ITEE/ITEE/ INNOVATION/Innovator_SituatedAnalytics_3.png [Accessed 9 Dec. 2015].

Nazri, N. and Rambli, D. (2014). Current limitations and opportunities in mobile augmented reality applications. 2014 International Conference on Computer and Information Sciences (ICCOINS 2014).

VR-Brillen Guru, (2015). HOMIDO Augmented Reality Brille. [online] Available at: http://vr-brillen.guru/vr-brillen-modelle/homido-augmented-reality-brille/ [Accessed 11 Dec. 2015].

Saunders, M., Lewis, P. and Thornhill, A. (2009). Research methods for business students. Harlow, England: Prentice Hall.

Wearespectre.com, (2015). 5 reasons why your business needs AR. [online] Available at: http://www.wearespectre.com/blog/5-reasons-your-business-needs-ar [Accessed 8 Dec. 2015].

Stoyanova, J., Gongalves, R., Brito, P. and Coelho, A. (2013). Real-time Augmented Reality Demo Platform for Exploring Consumer Emotional Responses with Shopping Applications. International Journal of Online Engineering (iJOE), 9(S8), p.41.

Wearespectre.com, (2015). How Augmented Reality can generate Mobile Commerce : We Are Spectre | Augmented Reality | 3D Animation & CGI | Digital Experiences. [online] Available at: http://www.wearespectre.com/blog/how-ar-can-generate-mobile-commerce [Accessed 9 Dec. 2015]. Wie, L. (2015). Graphic design. [online] Pinterest. Available at: https://www.pinterest.com/pin/59954238759662830/ [Accessed 13 Dec. 2015]. Wild, M. (2011). Magicam. [online] Behance.net. Available at: https://www.behance.net/gallery/1196103/magicam-its-%28not%29real [Accessed 14 Dec. 2015]. Wilson, B. (2014). How Augmented Reality can Redefine the Future of Retail & Commerce?. [online] Augmented Reality Trends. Available at: http://www.augmentedrealitytrends.com/augmented-reality/retail-commerce.html [Accessed 13 Dec. 2015]. Yellowtrace, (2013). Projection Mapping on Moving Surfaces by Bot & Dolly.. [online] Available at: http://www.yellowtrace.com.au/ box-projection-mapping/ [Accessed 14 Dec. 2015]. Young, O. (2013). IKEA Demonstrates How Furniture Fits in Your Room with Augmented Reality. [online] Augmented Reality Trends. Available at: http://www.augmentedrealitytrends.com/ar-app/ikea-demonstrates-how-furniture-fits-in-your-room-with-augmented-reality.html [Accessed 15 Dec. 2015].

APPENDICES 1 Experimentation & Focus Group Transcription

I: Do you find the use of this AR technology enjoyable? P1: I guess..It is gaming fun? P3: Yes P4: If you try to experience something, it is completely different.

I: Have you heard about Augmented Reality (AR) Technology before? If yes, what do you know about them?

P5: For example, this magazine that we just experienced it, this AR application, it is nice on paper, and they add more to it and become Augmented Reality

P1: It is like another world of…hmm...reality? I guess… It is not real life, it is only that you experience through technology

P1: I know it is more like an interactive technology, it makes so fun, and engaging experience for other people, because I was watching him (another participant) with the hands open, I was like..what’s going on, and it is kind of like makes me want to try it out as well, it is like social interactivity.

P2: Yes, I have heard it before, it is something like visualising the 3D objects.

P6: Yea, I think it is quite fun like you can see the things come to life right in front of you, that is amazing.

P3: I think it is something else edit on top of real-world environment? For example, you have the magazine, the picture is nice, and then you put Augmented Reality over it and makes it look interactive

I: Do you think this AR application or Headset is reliable? Why?

P5: Yes, I know Disney has developed an AR coloring book application in which children can see a 3D version of Disney characters.

P4: I would say it is not that reliable, because there is a lot of things need to be improved, like the design and quality, cause I don’t feel comfortable when wearing this headset.

P6: No, it was like the first time I heard Augmented Reality..

P3: For AR application, I think it is new way to interact consumers, it makes the experience more interesting, engaging and it is about interactivity

P4: No, I haven’t heard this kind of technology before. I: What is your first impression about Virtual and Augmented Reality headset and AR application? P1: When I try the headset, it is a little bit over the top, and it looks a bit like out of this world, it gives me this kind of experience. I can see how fun it is after you have tried it out, I think is a bit like family fun..like wearing a headset P2: Yea, I think it looks like It has a huge potential for like editing the way of…like information and the way you see real-world, so It is really interesting. It is quite super visual, demonstration and how far it could go, in term of sharing information, translate information. I: Is this your first time trying Virtual and Augmented Reality Headset? (Five of them said yes) P2: No, actually I have tried Oculus Rift before, it is pretty much the same things. In fact, this experience is way better than Oculus Rift. First of all, you have your smartphone, and you have your content, and it is much more accessible to you. It has much more 3D kind of layer effects. While Oculus Rift just takes Virtual Reality, so it is almost like looking at the screen, watching videos, playing video games, this is slight away from that. if I had to choose right now, I mean if you give me this to take home and Oculus Rift, I will probably take this Homido headset.

P6: I think they still need time to improve, like the connection, because you need a high speed internet to use this AR application. Otherwise, it takes a bit too long to load the information P5: Yea, I feel uncomfortable wearing the headset for more than 10 minutes, especially around the nose piece, and it is slightly heavy P6: I think the video quality makes me a bit dizzy, but overall is fine. I: Do you think this AR technology can increase customer engagement? P3: Yes, definitely, if you want people to engage, you can just download that AR application, and you can see the virtual object right in front of you. It is something new and different, and people are getting more digital-minded, I think AR technology is something that really can increase user engagement. P4: Perhaps the staffs can promote this AR application, show the customers how it works, and guide them how to use so that people would know how to do with AR application.Otherwise, it is too new for them. I: Do you think this AR technology still remains unknown to the general public? P1: Not all of them, unless they have this kind of AR experience before.

P1: I think this technology will be a major trend in the future? It is something like people will use it and tell their friends about it.

P4: Yes, unless people recorded how fun would that be when you use this AR technology, and share it on social media, and get people know about it.

P3: I think it is really fun, but this technology is still in early stages when it gets better, I think people will get into it.

P6: Yea, I think most of them don’t know how to use it

P4: This is my first-time experience this headset, but I think if they can solve the problem, like dizziness, it would be better

I: Would you consider to use AR technology or download AR application? Why? P5: Yes, I will definitely use it, this is so much fun P4: Probably not P1: Yea, this AR application is really creative, I would definitely use it

APPENDICES 2 Research Interview With Sanj Surati, Experiential Producer at Holition

P2: I think for me it is very much evolving like why I use it for? I am not just going to download it, it is just very applicable to my lifestyle and my interest. Is that make sense? I am not sure if it is going to be same with everybody, right?

I: Good Afternoon, Mr. Surati. This is Eileen, I’m a final year student currently doing my dissertation about AR technology.

P6: I think I will give it a try.

Interviewee: Hey, Eileen, How are you doing? Are you okay?

I: What are your current feelings towards this AR technology based on everything you experienced today? P4: I have never tried this before, but it is a fun and exciting experience for me. P5: This AR application is really cool, but the headset makes me feel a bit headache and dizziness

I: Yes, I’m doing great, Thank you. I’m truly appreciate you taking time to talk to me Interviewee: Yea, no problem. I know you got some questions that you wanted to ask, so Ana is sort of put me in touch with you. So yeah, I am more than happy to help you. I: That is great, Thank you so much. So basically the purpose of this study is to find out how retail brands utilise AR technology to enhance customer engagement and how it could benefit the retail industry.

P1: It is really interesting, both AR application and Virtual and Augmented Reality headset, I mean this AR experience is just amazing.

Interviewee: Okay, no problem.

I: Do you see any drawbacks in using this AR technology? If yes, which are they?

I: Firstly, can you tell me a brief history about your company?

P1: Nearly all the digital technology has the same issues..about security and privacy concerns

Interviewee: Yes, no problem. Holition is a digital creative agency that specialises in using technology, specifically in retail and luxury. We have been around six years, starting in 2009. It was started by our director. At the time, she was working in the Jewelry industry, but she found that it wasn’t really engaging, what we now called the new digital consumers. So she basically left the industry and got some funding, and set up Holition to try build digital platform and sell it to luxury brands. She presented the concept to Tisssot, which is a watch brand, where people got to virtually try on watches, we used it what we called ‘marker’. So they put on the marker on their wrist, and hold their wrist up to the screen, and then the watch virtually appears on screen, they got to try various watches, so she sold it to them. They put it into the Selfridges in London. Within one weekend, they managed to increase sales by 80 percent, so that is how Holition started, they had this idea, and they sold it to brands, they did so well around the world, like Japan, and few places in USA and Europe. So that is how Holition was born to people, now that is about twenty-seven of us. Within our technology team, 50 percent of our colleagues are female. For other technology companies, it usually has one maybe none, we are really proud of that. As we got seven of them which is very important aspects of our business, because these digital consumers who will really excited about, really what to engage with, I guess the things that being developed at the moment for them are very unique and very new. Holition specialises in emerging technologies, such as augmented reality, hologram installation, interactive screen, and we have worked with some of the biggest brands in the world.

P5: Health and physiological problems? People might get addicted to it, and it will have negative longterm effects on health as well. P3: I think privacy is one of the major concerns for many people who are constantly sharing information through technology. I: After experiencing AR application and Headset, what is your overall opinion about this AR technology? P5: AR technology is still at the beginning of stage, I feel like people are not ready for this new technology, perhaps retail brands can start promoting it P4: I think it is a great opportunity to experience it because I feel like I got a good story to tell about it, I think it will become popular in the next five years. P2: I would say it is a new and innovative way to engage with the customers. For me, I am totally impressed with this AR technology P1 If Virtual or Augmented reality can be easily accessible in every household, wouldn’t it be so cool? P3: If they can improve the things that we mentioned just now, it would be much more better P6: I am not a technology literate, but I think we all had experience wow moments for what AR technology can bring!

I: How did you become involve in Augmented Reality? Interviewee: I worked within the music industry for a long time, for about fifteen years now. At that time, I was a digital commercial manager, when I was there, I met a lot of music professionals, music managers and publishers. After that, I left there and set up my own consultancy, and started helping new artists, introduce them to record companies. At that moment, I am in the technology business, I worked with things like RFID, and few other things. While I was doing this, I met a company doing holographic installations. They needed some help with the music; they were doing holographic, mainly like Car Company, etc. They never did much in music, they have done a few things, and then someone let myself help them develop the relationship, so I worked with them for about three years, and I started to develop the big holographic shows.

xii

I had a great opportunity to work at Tupac hologram in 2012, with Kelcie McKenney. At the time, it broke the internet, which is like a really big thing. But for me even though it was fantastic, I also sort of a bit kind of growth within luxury sector, I started doing big shows for big brands around the world using holographic technology. The first luxury brand I worked for the time was Burberry, which I did the show in Beijing back to 2011, that show was watched by 120 million people live. After doing that show, I started to get a lot of big brands approaching me, I started doing holographic stuff for big brands, we did some stuff for Michael Kors, and we did hologram for Christian Louis Vuitton for a design exhibition. That is where I started working within luxury, and that is where I met Holiton. I: What can retail brands do with Augmented Reality? And how is it used in retail industry? Interviewee: Augmented Reality is a fantastic platform, it makes us stepped into the brave new world of digital through Augmented Reality, it helps the brand to communicate with their target audience. I guess there is an opportunity at the moment, for retail brands to explore their narrative in a new way. The great thing about Augmented Reality, it can augment the space around for the consumers, but the key is to understand what it is the brand is trying to communicate and utilizing that to create a right experience using Augmented Reality I: The world is becoming digitally minded and connected. From your point of view, how will digital technology affect consumers? Interviewee: It is a good question, I guess the world is becoming digitally minded, that is definitely a key factor in the revolution of human society. Over the last fifteen and sixteen years, the world is dramatically changed, it is because a few things. One is technology is giving strong, faster, and doing more thing that people are expecting it to do. Also it is everyone is getting connective, everyone has a smartphone and Yes, people are becoming more digitally minded and connected. However, it is becoming the norm, so it is not I am going to think about things in a digital way, no one is going to think about things, and digital is a part of that. I: Do you think Augmented Reality technology is becoming a solution for the retailers to create a new opportunities? Interviewee: I think it is a solution in some way, but I think the problem at the moment is especially it is a newly found technology in our current era. A lot of people whether it is brands or consumers are assuming that this technology is going to be a saviour of their businesses, I think the mindset it needs to be changed, Augmented Reality is fantastic but unless it is done in a right way and creative way. I need to talk about this from a brand point of view, it is not going to do anything for anyone, it needs to be a reason why a brand why someone would use Augmented Reality.

I: What are the security and privacy concerns associated with Augmented Reality technology? Interviewee: It really depends on the consumers. What does the consumer want to share? Anything that goes to whether it is the internet, social video, Augmented or Virtual Reality experience, once it is digitised, then it is out there, and anyone can take that. No matter what a company say that no one can hack that is impossible, because there is always a way, but it might not be easy. I: How will digital technology influence the way we receive information? Interviewee: At the moment, there is so much accountability, so someone has an experience, and they share it on social media. People know who the person is, and where they post the experience, they know what they look like, they could potentially access their smart devices, it is going to form a strong influence on the way people receive information. But it is still a huge aspect of thoughts of social that no one is tapping into, they haven’t tapped into yet, they probably wearing for a while, but they will. That is people’s brain until you get a USB plug into your mind, you are not going to get that 100 percent information value. I: Have you faced any challenges when selling Augmented Reality technology to your clients? Interviewee: That is an important question. It was tough to sell a new form of technology to our clients, it was really difficult. However, as a business, I got some really fantastic case studies, we develop a relationship with some powerful brands, and we have done some really great things. But trying to sell a new concept of technology to a brand, it is always going to be difficult. There is always a brand come to us and say, look, shows the new thing you got, we want that. The only way to show them that, is to create it, and the only way to create that is to get invest from them, and the only way to get invest from them, is to get them to trust us, and the development what we deliver, that is something that would never change, always be difficult, always be hard, but that is the fun challenge, that is why we are in the business. I: You’re an experiential product with over fifteen years of experience in digital. From your perspective, how digital technology has changes in the past few years? Interviewee: Digital has revitalised the world that is how I see it. I remembered when I was a kid, if you want it to experience something, you have to watch television, or you have to listen to a radio, or you will have to go to a street and see a billboard. Digital technology has changed the way we interact with the brand and product. With technology, retail brands can communicate their message to the consumers. Consumers have become more selective than ever before. Now the consumer is the brand, what they like, what they wear, what they say, what they do, that are more important than what the brand does.

I: How do you see the value of Augmented Reality technology? Interviewee: I can see the value in it only in a sense that there is an opportunity for people or brands to create experiences for the consumers. That is the value in it, the great thing about Augmented Reality, whoever wants to do using Augmented Reality, it can be done. Whether it is virtual try on or magic mirrors, and it is something through smart devices, those things can happen, that is where the value is, and it is a new form of brands. However, I don’t think it is a solution for business. I: Do you think this Augmented Reality technology is already becoming a mainstream adoption? Interviewee: Yes, it is becoming a mainstream. As a business we are doing more work that we have never done before, there is growth in this business. The only issue is all about how people utilise the technology in a way that helps them engage people in a right way. People are talking about Hololens at the moment, the Microsoft product. That is going to be a fantastic product, people are talking about for a long time, and I don’t know anyone that use it. This brand Microsoft is promising the future. Until we see the action, until people start making a home based, we won’t know what kind of impact it is going to happen. However, I know a brand like Louis Vuitton, what they want people to do is walking to a store, pick up this sort of cranky headset, and put it on, that is not a luxury experience, which is not a compelling way to engage with the consumers.

xiii

I: We are reaching the end of the interview, is there anything you would like to add about AR technology? Interviewee: Like what I said before, technology for technology’s sake is not a solution. Technology is fantastic, and there is a lot of opportunity doing a really cool things, but without a compelling story, without compelling narratives, it doesn’t mean anything, I think it should always be that kind of focus. I: Okay, That is great. Thank you so much for taking time from your busy schedule to share your valuable opinion about such amazing technology. Interviewee: Yea, no problem, it is a pleasure, pleaase let me know if you need any help I: Yes, I will, that is perfect, Thank you so much Interviewee: Okay, Good luck for your dissertation, bye bye. I: Thank you, bye bye

xiv

APPENDICES 3

I: Do you think Augmented Reality Technology is becoming a solution for the retailers to create a new opportunities?

Research Interview With Kaan Aydogmus, Founder and Creative Director of Magnetic

Interviewee: I think it is just starting now, it is still in beginning stages, when it gets better and better. As I said, at the moment, you need to download an app, it could be layar or blippar, it could be something else. These apps are like internet browser, like Firefox, Safari, I think what I see in the next five years, it is going to be embedded in the phone. It means you don’t need to download an app, you can just hold your phone like that, and things will give you messengers, and you can access new video and slideshow

I: Good Afternoon, Kaan

I: Do you think Augmented Reality technology is already becoming a mainstream adoption?

Interviewee: Hi, Eileen, I’m so sorry for the delay, I had a meeting with clients just now, so I couldn’t let them go. I: Yes, That is fine, no problem. Interviewee: Okay, so how can I help you today? I: Yes, basically I am writing my dissertation about AR technology, so I was wondering if you could provide me some valuable opinion regarding this study Interviewee: Yes, no problem I: So before we get started, I would like you to know the purpose of this study is to find out how retail brands utilise AR technology to enhance customer engagement and how it could benefit the retail industry.

Interviewee: It is still not becoming mainstream yet. Because when we talk to the clients, some of them are still not aware of this technology, they are like, Wow, what is this, is this magic? How can this happened, so we spend most of our time on teaching and training the customers how this works, and the process, so we need to convince customers this is possible, this is not science fiction, this can be done. I think it will become mainstream the future. As there are big brands have started to use Augmented Reality, I think people will start to get involve about this technology I: How do you see the value of Augmented Reality technology? Interviewee: In the beginning, we have papers and books and everything written on paper by hands. And now we have printed catalogues, magazines and advertisements. Then we have seen digital photography; things started to get better, and then we connect to our computer internet, everything goes to the cloud. We are from the physical world, we learn in a digital world to the cloud, with Augmented Reality and mobile phone, everything in the cloud is coming back on the physical object. So now once you watch the video, the interactive catalogue that you watch on the advertisement, it is coming from the cloud onto the printed object again, so I think this is how I see the real value.

Interviewee: Okay I: Have you faced any challenges when selling Augmented Reality technology to your clients? I: Firstly, What is the history of your company? How did you become involved in Augmented Reality? Interviewee: We are actually graphic designers, and currently we are doing about print-based design. Augmented Reality is a great bridge between print and digital space because any printer’s surface becomes a medium that you can link to the world. It could be in t-shirt, or poster, or business card, it doesn’t matter, now we have the skills and tools to design the print and digital sizes and link them to Augmented Reality. We just started the business about 4 or 5 years, because of my personal interest, I like following the new digital trends, what is coming up. For example, because now we are Augmented Reality expert, we discover that, now we are looking Virtual Reality Headset, we always follow the trends and what we can do it, the way we started, it is because of my personal interest.

Interviewee: It is more about teaching the clients and letting them know that it is nothing gimmicky interactive toy. It is actually a connection, connection that brings more business and brand exposure and you just need to create a good content, you must put interesting and add value to your content so that you give motivation to the customers to download the app, and spend some time with your brand. I: From your perspective, what are the prospects for AR market? Interviewee: There is a growing number of AR active users, and the market will continue to grow in the coming years. The advancements in computer and mobile technology will improve AR performance, and it will get better and better, so I believe there are good prospects for the AR market in the future.

I: What can retail brands do with Augmented Reality? Interviewee: We don’t have any retail brands at the moment, retail clients that use Augmented Reality. But we helped Lancashire and the Northwest magazine last year, and we made the magazine interactive. Basically, you can flip through the pages, and scan that, and you can buy the jacket that model is wearing in the pictures, or you can see sunglasses, and you can tap and buy from Hugo Boss. Also, House of Fraser, they have come out with the interactive print catalogue, so basically you can download House of Fraser app, scan the catalogue and buy things. We are planning to reach the retail clients, but at the moment our Augmented Reality clients are real estate and property business. I: How can Augmented Reality technology provide consumers with a more engaging and personalised experiences? Interviewee: With Augmented Reality technology you can provide more information, for anything any printed surface, it could be marketing advertisements, shop-floor displays, or the product label of your jumper, you can show your AR catalogues, you can ask people opinion, or you can show them guideline here. You can engage with people through Augmented Reality and enhance their experiences.

I: Okay, that is perfect. Thank you so much for taking time from your busy schedule to share your valuable opinion about AR technology. There are all helpful for my research. Is there any question you want to ask me regarding this study? Interviewee: When is the deadline for your dissertation? I: The deadline for submission is on the 18th of December. Interviewee: Good Luck for that, I would like to have a copy of your reseaerch to sort of understand what is happenning in this industry, So, it would be really good if you could send us a copy. I: Yes, definitely, I will send you a copy. Interviewee: Thank you, and Good luck for your dissertation. Bye bye I: Thank you, Kaan, Bye bye

xvi